Advertising guru delves into advertising trends in uMhlanga
Recent research, conducted by the Lumen Tech Group, has revealed that community newspapers are read with greater attention than national papers.
GROUND-breaking data, relating to how readers absorb print and online advertisements, was revealed by Mike Follet, MD of Lumen Tech Group (LTG), when he spoke at an informative meeting, facilitated by Caxton Local Media, recently.
The data collection process, which was a first for South Africa, was commissioned by SPARK Media, Caxton Local Media and Caxton Magazines.
LTG was tasked with conducting their eye tracking tech research focusing on Caxton’s local newspapers and lifestyle magazines.
Speaking at the breakfast function, hosted at Coastlands Umhlanga Hotel & Convention Centre, Follet shared his insight on what captures a consumer’s attention as well as the do’s and don’ts 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.
