Why should brands stop advertising in traditional media? An Eye-Tracking Study

The study conducted at the VUB compares the effectiveness of advertising in Zerocopy prints to a student magazine.

Are you ready to hear more about this exciting new study? Let's dive into the details!

The eye-tracking study conducted by a student of the Vrije Universiteit Brussel (VUB) with the help of Sapience aimed to compare the effectiveness of advertising in Zerocopy prints to advertising in the most popular student magazine in Belgium. The study involved 20 students between the ages of 18 and 23, who were given two reading materials: a psychology summary printed with Zerocopy and an issue from the most popular student magazine, each containing 5 pages with identical ads.

Using eye-tracking glasses, the study measured the eye movements and time spent by participants on the ads in each reading material. Afterward, the participants also completed a survey that assessed the ads' impact in terms of brand recall and attitude.

The results of the study were clear: ads in Zerocopy prints were significantly more effective than the same ads in the student magazine. The study found that students were 151% more fixated on the ads in Zerocopy prints than the same ads in the student magazine. This means that students were much more interested in the ads featured in Zerocopy prints and spent more time looking at them.

But it doesn't stop there. The study also found that ads in the Zerocopy prints had a 229% increase in the number of ad revisits compared to the student magazine, showing that the students were more likely to revisit the ads in Zerocopy prints and spend more time reading them.

The study also looked at which ads in the Zerocopy prints were the most effective. The results showed that the .be banner ad and the LM full-page ad received the most attention from students. This information can be valuable for advertisers who want to make sure their ads are being seen and remembered by the student demographic.

The study's results have important implications for advertisers looking to reach the student population in Belgium. With ads that capture students' attention and keep them engaged, Zerocopy prints can be a powerful tool for reaching this demographic.

In conclusion, the eye-tracking study conducted by the Vrije Universiteit Brussel (VUB) with the help of Sapience has demonstrated that advertising in Zerocopy prints is significantly more effective than advertising in traditional student magazines in Belgium. With students showing more attention and interest in these ads, Zerocopy prints offer a unique and effective way for advertisers to reach the students.

If you're an advertiser looking to reach this audience, Zerocopy prints might just be your secret weapon! Check out our services or contact us for more information via partnerships@zerocopy.be!


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