Attention for Social Media Advertising
Attention for social media is the collection of eye gaze data from people as they use their social media platform. Recorded data is translated into attention metrics using machine learning models to measure the attention people are paying to social media advertising.
The value of attention
Plan and predict the amount of attention your social media advertising campaign is likely to attract.
Amplified Intelligence’s human attention metrics will uncover the gap between attention and assumed attention. With a clearer picture of audience focus, you can compare your attention data with reach and frequency to build a confident media mix picture.
Amplified attention offers a true omnichannel comparison.
Fast attention facts
Brand growth and sales goals need at least some level of sustained human attention, yet most people:
- are easily distracted
- switch focus continually
- focus less as time passes.
To uncover the attention truth for different environments,
we collect 3 types of
human gaze data:
Looking directly at the ad
Eyes on screen but not on the ad
Eyes not on the screen or the ad
Attention for Social Media Advertising
The number of social media users around the world is in the billions, expected to be over 5.8 billion by 2027. It’s no surprise that social media reaches audience types that advertisers need to reach.
Social media is the portable medium. It’s the platform people access on their phone when they’re waiting in a cafe or at the bus stop. It is designed to be with them throughout the day, capturing and sharing every moment.
Understanding the variation between active and passive attention formats offered by social media gives advertisers the opportunity to build fit-for-purpose media depending on their sales funnel goals.
Real people. Real life. Real attention.
Using the in-built camera on mobile or cell phones, Amplified’s gaze tracking systems, flips the camera around to the viewer. The viewer uses their social media account as they normally would, while Amplified intercepts the ad load with test ads and tracks the collection participant’s gaze. And in case you’re wondering, the whole process follows strict privacy and GDPR requirements.
Amplified Intelligence collects and maps factors that influence the intensity of attention paid to an ad. We call them Attention Attributes, some of them include:
- Active attention
- Ad visibility
- Attention shift
- Scroll speed
- Ad coverage
- Peak attention
- Passive attention
- Gaze distribution.
All of our attention models are collected and trained by the same mathematical values according to the same academic definition, ensuring true omnichannel attention measurement.
How to get started
Discover precisely how much attention humans are paying to your ads, allowing you to make informed decisions about how and where you spend your ad dollars. Amplified Intelligence offer a range of off-the-shelf and bespoke data collection packages to suit any goal or budget.
How others have used attention in social media marketing
In 2022, Meta engaged Amplified Intelligence to determine the attention rating of its various formats, or surfaces, and compare it to attention data from 2017 to see how they were tracking. Formats tested included In Stream in long-form video, Stories and Newsfeed across Facebook and Instagram.
The results showed that the changes they were making to how users engage with content on their platforms were also gaining traction in terms of the amount of attention viewers paid. The collection gave them insight into how to develop formats and teach advertisers the most effective way to use those formats.
“This work adds to the growing body of evidence showing that attention is a highly nuanced metric that enables more effective creative, planning and buying strategies, and decisions.”
– Dr Karen Nelson-Field, CEO, Amplified Intelligence
Understand how people are viewing your advertising.
Test your branded creative and messaging using real human attention in real environments. Ethical collection of human attention to advertising through GDPR compliant triple opt-in panels. Machine-learning models designed to create true omnichannel measurement and true comparison across environments, devices and formats.
Plan your next campaign with the world’s most accurate and rich attention-based media planning tool.
Predict the amount of human attention your channel mix will attract and plan every detail of your campaign to increase the long-term lift of your brand. Use attentionPLAN® as a standalone web tool, or integrate it into existing systems through our advanced API offering.
Using real human attention for in-flight campaign optimisation.
Attach an attentionPROVE® tag when you purchase your media to unlock valuable attention insights. Replace performance assumptions with a complete view of audience viewing behaviours, fuel instant optimisation by knowing which ad creatives, messages, and environments generate the highest quality attention.
Want to learn more?
Why not get in touch with our Customer Success Team and organise a time to discuss the role attention metrics can play in your future campaigns. Our team are dedicated to ensuring you understand the value attention measurement can provide, how you can apply it and match you with a solution that will deliver meaningful change and the commercial goals you are striving for.