How a Model’s Gaze Can Impact Ad Performance

Left, Right, Center

Each direction makes a difference. Even in our everyday lives, we know this to be true.Too much or too little eye contact can make the hair stand up on the back of your neck. But just enough eye contact at just the right time can put you at ease and add to a sense of trust.So it’s no wonder that eye gaze in advertising — the direction of the model’s gaze in ad creative — could influence how consumers react to ads, too.

A Look Inside

In Focus On: Eye Gaze, we took our analysis of over two trillion global impressions and turned them into insights that you can keep in your back pocket for your own marketing.In the full report, you’ll learn how:

  • Eye gaze influences creative performance
  • Campaign objectives change how eye gaze is viewed
  • Eye gaze can positively influence ROI
  • Perception of eye gaze changes across YouTube, Snapchat, Facebook, Pinterest, and Instagra

Get the Report