Evaluating the effectiveness of advertising is notoriously hard. Does the ad capture the attention of the audience? Is it really worth the investment? Zerocopy, a Brussels-based martech start-up linking students to brands in return for free printing services, turned to Sapience to find answers.
At Sapience, we use a variety of research methods to delve into real behavior and go beyond claimed (or reported) behavior. For Zerocopy we conducted an eye-tracking study to investigate the effectiveness of their ads.
Through this study, we demonstrated that ads via Zerocopy were more effective than via traditional student magazines:
✅ More attention: Zerocopy ads were looked at more than 2x as long and 3x more often
✅ More interest: students look more than 2x more interested
✅ Same reach: nearly all students viewed all advertisements
Glad to receive a 10/10 customer delight score as a result of this research!
Not only can these results support Zerocopy’s sales & marketing story, our research also provided actionable recommendations to further improve the impact of the ads.
Eye-tracking in action
Interested to see the eye-tracking in action? Watch the research video below.
The different dots and lines capture the eye movements of students reading a course text. The advertisement is shown in the banner at the bottom of the text.