How measuring attention could change the way marketers measure success
If you feel that our ability to focus has decreased over the years, you’re right. Research backs it up. A study conducted by the University of California, Irvine shows, on average, people can only pay attention to one screen for 47 seconds. In 2004, the average attention on a screen clocked in at 2.5 minutes. That’s a 69% decrease.
In fact, if the study is correct, we may have already lost you. Come back. We promise to make it worth your time.
Why do we bring this up? For marketers, attention is our currency.
As consumer behavior patterns change, marketers increasingly recognize that traditional metrics like impressions and views cannot fully measure impact. Attention-based metrics are emerging as a powerful new alternative. Let’s explore what attention-based metrics are, and why they could be a game-changer for the industry, to understand if they really are the future or just a fad.
What are attention-based metrics?
At the core, attention-based metrics measure how well ads capture and maintain a consumer’s interest. They go beyond getting noticed. High impressions or clicks can imply that content was seen or clicked. Yet, they don’t reveal whether the user connected with the message or brand on a deeper level. Attention-based metrics aim to bridge this gap by measuring where, how long, and how deeply users focus on specific ad elements.
Emarketer outlined three types of tatention-based metrics:
- Data signals: Either captured by a device or sent directly from the publisher, data signals include dwell time, scroll speed, cursor location and completion rates.
- Cognitive and emotional data: This data attempts to determine if an ad impacted mindset or consideration. It is collected through surveys and brand studies that determine consideration, awareness and sentiment.
- Biometric data: This type of data can include facial recognition, heart rate, eye-tracking, and blood pressure. It is typically collected by a specific device through opt-in panels.
How do attention-based metrics work?
Instead of merely measuring exposure, attention-based metrics focus on engagement quality. They allow marketers to assess how users interact with different creative elements, such as images, videos, or headlines, and make data-driven adjustments to improve engagement.
To accurately measure attention-based metrics, tools are available to capture insights into how users engage with digital content. Some of the tools are:
- Eye-tracking: One of the most advanced methods for attention-based measurement, it tracks where a user’s gaze falls, how long they focus on specific elements, and the sequence in which they view content. Knowing how long a user’s gaze lingers on a call-to-action (CTA) button can reveal its effectiveness. This shows if the CTA’s placement or design works as intended. Tracking gaze flow also reveals if users follow the intended content path.
- Heat maps: Heat maps created by these tools show where users click and scroll frequently. These visualizations reveal the “hot” zones—areas where users spend more time or engage more actively. This information can be used to optimize page layouts, ensuring high-priority elements are located where they are most likely to receive attention.
- Scroll depth tracking: By identifying how far down a page users typically go can indicate content relevance and engagement levels. When you layer heat maps and scroll depth with traditional metrics, you gain a clearer picture of how well your content performs in holding attention.
Combining tools offers both detailed insights and a wider perspective. For instance, pairing data from eye-tracking or heat maps with survey feedback can reveal user sentiment and awareness. Feeding this data into a machine-learning model creates predictive insights. This allows brands to estimate attention levels and identify which content will resonate with audiences. Analyzing these insights helps advertisers refine their strategies to boost engagement and ROI.
We do need to add a word of caution when evaluating attention-based metrics. Capturing attention doesn’t always translate into a positive or meaningful engagement. Users may focus on a certain element out of frustration or confusion, not genuine interest. For example, if a user repeatedly focuses on a part of the screen because they can’t find relevant information, this may indicate poor UX rather than high engagement. Attention-based metrics alone won’t reveal this nuance, so analyzing intent and context helps marketers interpret these insights correctly.
One way to ensure that attention aligns with positive engagement is to leverage contextual triggers—factors that make an ad or piece of content relevant to a user’s current environment or mindset. Platforms offer contextual solutions that ensure ads are delivered when and where they are most likely to capture meaningful attention. This can mean displaying ads at optimal times, such as during a user’s free time, or placing content in relevant contexts that align with the viewer’s current needs. By accounting for user intent and the context in which engagement occurs, marketers can focus not only on capturing attention but ensuring it’s the right kind of attention that advances campaign goals.
What is the value of attention-based metrics?
While attention-based metrics have been shown to drive better engagement, they can also help optimize campaigns and achieve better outcomes in the following ways:
- Better ROI: When ads capture more attention, they are likely to be more effective in helping to produce desired outcomes, such as purchase intent or conversions.
- Quality: Attention metrics help shift the focus from merely delivering a high volume of ads to ensuring that the message is getting through to your target audience.
- Stronger ad experience: By understanding which ads capture attention, creative strategies can be refined to produce content that resonates more effectively with users, improving user experience.
- Avoid burnout: By understanding attention data, advertisers can avoid over-exposing audience segments, thereby increasing the overall effectiveness of a campaign.
- Improved targeting: Attention-based metrics can help identify which types of ads work best for different audiences, allowing for brands to target specific consumers with more personalized ad experiences.
- More effective optimizations: With attention data, advertisers can determine the most effective platforms or contexts for their ads, leading to more efficient media planning.
The future or a fad?
In reality, attention-based metrics are relatively new, it’s still uncertain if they are the future or a passing fad. Their appeal lies in the unique insights they offer. By helping marketers optimize campaigns, these metrics can maximize marketing dollars. This makes them interesting to many in the industry.
While attention-based metrics can help drive quality engagements and desired outcomes, there’s also some resistance to widespread adoption. Many require investment in additional platforms or equipment, adding to campaign costs. The fact that there aren’t universally accepted parameters is a significant hurdle that needs to be addressed. Plus, some stakeholders might prefer to stick with familiar metrics rather than adopt new methods. Additionally, as we know our industry is always evolving, new metrics or technology could emerge to overshadow attention-based metrics. Finally, privacy concerns are a major topic, as the increasing emphasis on user data protection and consent could limit the accessibility of attention-based data.
The new currency
As the advertising landscape continues to evolve, attention-based metrics could become a critical tool for advertisers looking to increase the impact of their campaigns. Despite uncertainties around attention-based metrics, they are a compelling tool to keep an eye on. The value of offering more meaningful understanding of audience engagement and insight cannot be overlooked. These metrics could also play a crucial role in enhancing campaign effectiveness by providing deeper insights into what is truly working and resonating with audiences. For advertisers looking to optimize their strategies and work on maximizing ROI, attention-based metrics could be the key to staying ahead of a competitive market.
Of course, a good campaign is rooted in solid strategy. Make sure your strategy is on the right path. Our Discovery Map can help you identify gaps in your strategy. Download your copy and then let us know how we can help you meet your goals. Drop us a note to get the conversation started.
