WHERE MODELS' EYES SHOULD LOOK IN ADS

Summary from the TLDR Marketing newsletter

Ads are more effective when the model's eye contact matches the product type. For functional or emotionally negative products, having the model look directly at the viewer increases effectiveness, as seen in a 12% boost for a cafe ad and a 40% increase in sign-ups for an anti-smoking ad. For pleasurable products, a model looking away leads to higher engagement, such as a 30% rise in sunhat sales and a 19% improvement in watch ad ratings. Direct gaze builds trust and credibility, while averted gaze helps viewers imagine themselves using the product.