When it comes to dynamic creatives or social ads, the product is often the creative. Although logo, CTA and corporate identity are a must have, research by UX agency Braingeneers shows that faces attract attention.
Use recognizable faces
So if you want to draw attention to your product or service in ads, make sure to use recognizable faces in the first seconds of the animation. Below are two so-called predictive heatmaps that indicate what users are looking at (based on machine learning based on thousands of tested images).
Do you want to receive some of these heatmaps for your ads, that's possible! Let us know via sales@weborama.nl.
Earlier neuro and eye tracking research (2020) by STER, in collaboration with Unravel, also showed that key visuals and 'faces looking into the camera' on display ads provide a lot of stopping and pulling power. Focusing on these faces generates 'high scores of desire', so take advantage of that!
Mobile
It's especially important on mobile, where the viewability is shorter than on desktop, to show these faces faster and then go quickly to the product or message. Especially because mobile is a very personal device: close by and when you use it you constantly touch it. In short, it stimulates the senses directly.
Fortunately, we see many strong examples on mobile where characters really appeal to you to interact. Well-known examples are the 'Dutch celebrities in red body warmers' of the National Postcode Lottery and 'famous ex-footballers & -trainers' of the TOTO advertisements. So if you're producing videos, keep this in mind! Below are some examples of how you can implement the use of faces.
