There’s a difference between passive attention – orientating towards and allowing sensory processing of, the advertising – and engagement – actually processing the ad enough, and having enough relevance to evoke a reaction.
Attention is necessary but not sufficient for advertising effectiveness. Viewer engagement (shown on the face) predicts sales success better than simple attention. Advertisers need to be relevant enough that people will engage with campaigns, not simply look at them.
In this presentation, Graham Page will review different attention models and their role in advertising effectiveness. Ans he will also cover the relationship between measures of simple attention, facial expressiveness, and sales based on an analysis of real-world advertising performance.
What the audience can learn:
• How integrating eye-tracking with emotion AI advances attention measurements
• Understand the distinction between passive attention and being engaged by it
• A deep dive into attention measurements and sales prediction