Visionary discoveries from tech team
A pioneer in innovative technologies, LTG was commissioned by SPARK Media together with Caxton Local Media and Caxton Magazines to conduct their eye tracking tech research on Caxton's local newspapers and life style magazines.
CAXTON South Africa facilitated a first for South Africa when Mike Follet, MD of Lumen Tech Group, presented ground-breaking data about how consumers read adverts in print publications and online platforms.
A pioneer in innovative technologies, LTG was commissioned by SPARK Media together with Caxton Local Media and Caxton Magazines to conduct their eye tracking tech research on Caxton’s local newspapers and life style magazines.
Speaking at a breakfast function at the Coastlands Umhlanga Hotel & Convention Centre, Follet shared insights about what drives consumer’s attention and the do’s and don’t of advertising.
While he included information from hundreds of studies in the UK, he also tailored his talk to his South African audience. Follet explained that while the rule of thumb for UK advertisers is to keep adverts simple, eye tracking technology revealed that South Africans appreciate the details, using their adverts like catalogues.
Follet said studies also revealed that community newspapers are read with greater attention than national papers with the most successful adverts appearing beside engaging content.
“The more you engage with your content, the more you engage with your adverts, so having your advert sit next to highly engaging content is a really important thing,” he said.
Lumen conducted their research in November 2019, using BMI and Opinion Solutions to recruit a representative sample of respondents, over a three day period. Readers were exposed to a local newspaper and lifestyle magazine using specialised eye-tracking technology.
