revealing that short-term uplift is harder won for larger brands and only 42% of all eyes-on-brand moments during ads in the test were actively viewed, highlighting the need for in-depth attention data to steer better advertising strategy.
By gathering data from over 1,000 individuals and more than 2,300 ads, the study analysed active, passive, and non-attention by the second and how often audiences moved between different types of attention. Amplified Intelligence's smart eye-tracking and facial detection technology collected data across four live social platforms, with ad effectiveness gauged by assessing the behaviour of participating users in a virtual store, versus a group that hadn't seen the ads.
Brand size plays a significant role in the relationship between attention and outcomes: While small and large brands both see increases in short-term brand choice per active and passive attention second, the size of the brand affects the value of each to outcomes. In this study, smaller players saw four times more uplift than their larger counterparts per active attention second, while big brands received significantly more value per passive attention second than small brands. This quantifies that existing brand salience can play a role in the type of attention required from a consumer to nudge a sale.
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