Kantar has been developing our understanding of Attention and measuring in depth to help marketers maximize this essential effectiveness factor in creative quality decisions. As part of the ARF’s ongoing Attention Validation Initiative earlier this year, we assessed 40 TV and digital ads. Using our findings, along with further analysis of our database, we have drawn 5 key lessons on Attention for advertisers.
Attention: The gateway to ad effectiveness
We separate Attention into two elements, first the ability of creative to retain viewers for longer (i.e. not be ignored), and secondly its capacity to deliver an engaged emotional response (make the viewer feel something). Maximizing both – which we call Passive and Active Attention – is proven to drive a stronger sales response.
Kantar’s Attention Framework employs facial coding with eye-tracking as an ideal way to observe and diagnose these aspects of Attention at scale. The framework allows us to assess basic Playback: Passive Attention and Active Attention. Our ability to diagnose through emotional responses is well aligned with the most common and appropriate industry metric definitions identified within the ARF’s attention validation initiative. The recent ARF report findings demonstrate that our approach to measuring and analyzing Attention is based on a highly credible and meaningful foundation:
- It has better “congruence within method” (i.e. reliability) than was seen for standalone eye-tracking and neuro methods.
- It has the highest correlation between attention and overall campaign success (i.e. meaningful attention)
- Best practice is to diagnose, not just measure attention, which is key to our philosophy of providing actionable attention insights.
Given that assurance, what are some of the principles we are seeing to optimize Attention in creative?
1. Watching does not mean engaging, and they are generated through different creative inputs
While Attention can sometimes be misread as a single factor, we have observed that Passive and Active Attention are quite different. Conceptually ‘looking’ does not automatically mean ‘feeling’, and this is clear when we look at the minimal correlation between the two data within our database.
So, when we look to optimize these in creative decisions, we must consider very different drivers.
Passive Attention, or people looking at the ad as it plays, is an essential first step and is often impacted by big visual ideas or by sensory inputs:
- Movement highlights important elements, while imaginative visuals capture attention if purposeful.
- Intriguing, unexpected content retains viewers by arousing curiosity.
- Colorful content increases interest and emotional response, and striking music enhances connection, tone, and mood, especially on digital platforms.
Inspiring an emotional connection, or Active Attention, is different. This second level of Attention is crucial, as it drives an even bigger brand effect:
- Content which can make the viewer feel something is more likely to leave memories and associations in the brain which will positively frame later decision making.
- Engaging ads that command Active Attention often feature storytelling, making messages easier to digest and more expressive.
- Humanizing a message adds emotion, tapping into the power of social connectedness.
- Ads that resonate with shared experiences and communal memories strengthen emotional ties with personal relevance, driving engagement.
- Humor and expressions of Joy enhance ad receptivity across generations when tailored effectively.
2. Not all of an ad will gain attention – diagnosing the attention that the branded moments produce is key
Kantar has long cited the core principle of the Creative Magnifier as a pivotal factor in effective content. This characterizes our experience that some parts of our content will be more engaging and therefore more memorable than others. In the digital world, knowing exactly where attention and engagement are focused matters more than ever. Is Attention delivered at the point of our key branding or messaging moments? Our facial coding traces help us diagnose what is happening and when.
This example introduces its hero product and message within the story, at 7 seconds, in a funny and highly involving way. It is clear that the ‘key product moment’ here DOES create new Attention, and engages those playing the ad. As a result of this highly engaging moment, not only is Enjoyment for this ad high, but also its key message is maximized in memory.
3. Use the first few seconds effectively
While it is key to know where Attention is being gained throughout our content, some viewers will be lost through the length of the ad. The pattern and rate at which this happens will be different by channel, based on channel behavior, and engagement. However, this is a reality creative must work within. It is imperative, therefore, that we use our first few seconds as effectively as possible.
This doesn’t mean we must create only short-form content, and it doesn’t mean that we must always deliver highest Attention quickly, but it does imply that these early seconds matter the most. They should rapidly set the desired tone, create a level of interest, or quickly shorthand what the rest of the content will deliver. Without at least some level of focus and Attention in early seconds, creative will struggle.
4. Creative effectiveness comes from finding the right length for your goal
Using all the timeframe digital audiences are willing to allow – even if limited - is a key consideration. Viewers will skip or scroll in all channels, so efficiency is still paramount. But great digital content must still work to optimize its intended narrative structure. If a story is worth telling, it may need more than a few seconds.
The example below perfectly illustrates the more effective use of a longer time frame to tell a story. The key situation in this ad is essentially a joke. We tested two versions, one at 6 seconds which focuses on the joke itself, the other at 15 seconds, featuring a situational ‘set up’ before the joke. The chart below shows Smiles for both versions, one of the emotions we can track through an ad with facial coding.
It is clear that the short version (the blue line) barely raises a smile from the viewer. However, the longer version produces a stronger emotional response for the same joke. This is because the early seconds take valuable time in placing the joke in situational context, giving it meaning and punch. A confidence in using more time to set up the joke with a purpose also delivers stronger Understanding and Relevance for the message, and ultimately much better brand outcomes.
5. Not all ads need a lot of attention to work.
Attention is a commodity which can be optimized for purpose. Sometimes a relatively minimal amount of Attention may be enough for simpler and more straightforward content. Where a strong emotional resonance may not be required - a product focus or direct message for example - being able to deliver enough viewing and engagement without necessarily featuring standout moments can still be highly effective.
A great example from our testing is an ad for a new kitchen appliance. At 10 seconds the content is uncomplicated but, focused on a striking visualization of the product in multiple colors, the ad carries enough Attention to produce very high scores for Relevance, Difference and Persuasion.
Informing brand decisions
Our understanding of how to optimize Attention in creative continues to build and inform our clients’ digital choices. Learning informs decisions around distinct creative levers to drive the different factors of Passive and Active Attention, the crucial importance of digital time-length, either in using early seconds effectively or in ensuring the content is allowed to breathe in its ideal, efficient length, and the optimization of Attention to fit content goals.
Kantar’s creative solutions can assess and diagnose the potential of your creative in delivering against key Attention targets, measuring with the most validated, reliable and meaningful tools.