Attention Research Findings 2017-2022

Jul 18, 2022

The Industry Problem

On average, 75% of the ads you pay for don’t deliver the value you think they do. It’s pretty straightforward, if an ad has no human attention paid to it, that same ad can have no positive impact on business outcomes.

    What this means:

  • advertisers don’t get what they pay for
  • media spend disappears with minimal value to brands
  • our impression system fails advertisers.

Impressions are simply an opportunity-to-see, but we now know that the opportunity they represent is not the same across different platforms and formats. This inequity, and a lack of measurement transparency along with it, is one of the reasons that impressions are failing as a currency.
Proxy metrics, such as likes, clicks and other device data, perpetuate the problem. A human-centred metric that exposes the reality of human viewing in different environments can help fix it. The industry needs to move a measured impression from an opportunity-to-see to a Verified Human View.

This sits at the heart of every research question we have answered.

How we measure

Amplified Intelligence invites people to participate in data collection via panel providers who engage a nationally representative cross-section of the population to participate in the study. The process is triple opt-in and GDPR compliant.

Participants will download our app, which allows us (with their full permission) to film their faces and track their gaze while they view Instagram, Facebook, Twitter, TikTok, YouTube, BVOD Mobile, CTV OOH and Cinema. We intercept the ad load with the same ads across the viewing session. Once they have finished viewing they are directed to a product choice survey. When all steps are complete, the
gaze tracking app is made redundant. It does not scrape any personal data. The facial footage is then parsed through our proprietary gaze models.

What we measure

    The output is an incredibly granular measure of attention. At this level of granularity we can divide our attention measure into 3 levels:

  • Active Attention – looking directly at the ad
  • Passive Attention – eyes nearby, but not looking directly at the ad
  • Non-Attention – face not detected or, for television, not in the room.

We also collect a range of device metrics, including: spatial clutter (ad screen coverage), viewability (pixels, duration) and sound (on/off), to name a few.
If participants have been directed to a discrete choice survey, we can also measure Mental Availability and STAS (Short Term Advertising Strength).