David Ogilvy, one of the most influential men in advertising died 10 years ago today. To commemorate this day we are proud to share some recent eye tracking research that prove his classic magazine advertisement layout (still) out performs contemporary designs.
We compared three ‘contemporary’ luxury car advertisements:
Those familiar with David Ogilvy’s work will immediately recognise that the Porsche advert is based on the classic David Ogilvy layout, like the Rolls Royce advert below:
The advertisements were placed into a magazine and shown to 60 male consumers from groups A, B and C1 aged between 30 and 55.
As you can see from the heatmaps all the salient features of the Porsche advert were noted, the car, key message, call to action and logo:
Porsche 911 with heat map showing eye tracking results
Digging into the detailed findings reveals that the Porsche advert significantly out-performed BMW and Mercedes in two key areas; noting the call to action and the logo.
Ad |
Noted call to action |
Noted brand |
| Porsche | 59% | 63% |
| Mercedes | 29% | 20% |
| BMW | 11% | 8% |
The findings are particularly impressive when you note that the Porsche advertisement is a single page and the Mercedes and BMW are double page spreads.
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