Direct eye gaze works well when brands aim at engaging viewers in dialogue, like educational and gaming content.
A VidMob report has revealed that a direct gaze by a model in a video ad lead to higher click rates. While the direction of a model’s eye gaze can positively impact performance metrics, the results can also differ based on context.
For instance, a global gaming brand included in the study reported that direct eye gaze in the opening frame of a Facebook video ad led to a 10% decline in cost per install (CPI). Indirect gaze, however, worked with other sectors and lifted click and view rates for sports, lifestyle and medical content.
[3 minute read]