Have you ever wondered which ads placed in the national newspapers are the most effective at engaging readers? Lumen Research do an eye tracking research each week to find out which of the ads were most successful in getting attention. This week Starbucks is our winner with a 10x7 that shows the power of a good offer. The ad gave people the chance to get a free Tall Latte if they said the word “Cocoa” to a barista between 11am and 12pm that day. You could say the people that read the copy cracked the cocode. By placing this well designed fractional ad early on in the paper Starbucks ensured a reasonably high amount of standout with a 10x7 on page 3 having an expected standout of 72%. A simple design with clear creative direction based on the new South American Origin Espresso range managed to get 83% standout (11% above norm) and 2.6 seconds of engagement (0.6 seconds above norm). It’s always a challenge for ads to get engagement with text. This is particularly important when attempting to win business through persuasion. By offering something people for free, Starbucks manage to get a good number of people to read the copy. On further analysis, we found that, although fewer people looked at it, people which did engage with the copy, looked at it for an average of 0.3 seconds longer than the people that looked at the headline.

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11-09-2014
Did you crack Starbucks code? An eye-tracking study by Lumen Research

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Did you crack Starbucks cocoa code?
© Lumen Research Ltd 2014
This week Starbucksis our winner with a 10x7 that shows the power of a good offer.
The ad gave people the chance to get a free Tall Latte if they said the word “Cocoa” to a barista between 11am and 12pm that day. You could say the people that read the copy cracked the cocode.
By placing this well designed fractional ad early on in the paper Starbucks ensured a reasonably high amount of standout with a 10x7 on page 3 having an expected standout of 72%.
A simple design with clear creative direction based on the new South American Origin Espresso range managed to get 83% standout (11% above norm) and 2.6 seconds of engagement (0.6 seconds above norm).

3. lumen-research.comhello@lumen-research.com © Lumen Research Ltd 2014
It’s always a challenge for ads to get engagement with text. This is particularly important when attempting to win business through persuasion.
By offering something people for free, Starbucks manage to get a good number of people to read the copy.
On further analysis, we found that, although fewer people looked at it, people which did engage with the copy, looked at it for an average of 0.3 seconds longer than the people that looked at the headline.
Standout: 53%
Engagement: 1.0
Standout: 34%
Engagement: 1.3