ARF Releases Phase 1 Report of its Attention Measurement Validation Initiative

Phase 2 will compare findings of participating suppliers in measuring the attention values of the same set of clientsupplied creative executions Clients have supplied creative and the Phase 2 report will not reveal the identity of those clients yet the clients themselves will receive granular insight provided by ARF in comparing the various suppliersamp8217 measures of the same piece of creativeClients who have provided creative have classified them into whether the execution fared above or below average in the marketplace Thus ARF will have a basis for understanding if a given supplieramp8217s scores appear plausible in relation to reported marketplace performanceAnother perspective that ARF will apply in Phases 2 and 3 is to note the degree of agreementconvergence among the suppliers aka consilienceFull Disclosure Bill Harvey consults on this project for the ARF and consultsadvisespartners with several of the attention suppliers RMT Research Measurement Technologies is included in the Atlas although that company cofounded by Harvey appears as an available ingredient that can be combined with any attention measurement in order to reflect the interaction effects resonance between the specific environment and the specific creative which as a second filtration factor in activation can increase the branding and sales effects of attention filtration on its ownPhase 3 will compare the attention measures of the same set of media environments garnered by each of the participating attention suppliersMost of the research companies use eye tracking and device level measurements eg cursor movements viewability etc in various combinations with other measures such as survey branding questions biometric measures neuro measures sales effects and persuasion measuresDefinitions of attention vary across the research companies The companies have also supplied case studies validation studies academic support all of which are provided as links in the Atlas This means from the Atlas as a starting point a marketer or media platform interested in attention measurement can branch out and also read a wealth of backup informationFeeling like a kid opening a Christmas present I flipped open the Atlas and looked at Amplified Intelligence as a first stop I had just had tea by Zoom with my great friend Karen NelsonField for whom it was the middle of the night Karen is broadly regarded as the dean of attention researchers and her first book opened and defined the Era of the Attention Economy She is now writing the second book compiling learnings from tens of millions of dollarsamp8217 worth of inmarket research since the first book In the Atlas section on Amplified Intelligence I clicked on amp8220validationamp8221 and was taken to a WARC paperThe paper contained something I had never seen before and wanted to share it with you Itamp8217s a segmentation scheme for types of attention eventsPattern types and the relationship with brand outcomesFor scrollable formats of the viewing patterns that were revealed by the clustering method six shapes were identified as being useful to industryA Long Look amp8211 The longest opportunitytosee time with 15x probability of active attention occurring than passive attention mobile specificallyB Like Glue amp8211 Complete concentration on ad view only 2 of sampled ad viewsC High Flyer amp8211 A high attention peak during opportunitytosee timeD Flicker amp8211 Relatively long opportunitytosee time with shifts between passive and active attentionE Scroller amp8211 Fast scroll speed with mainly passive attentionF Super Scroller amp8211 Shortest opportunitytosee time and fewest active attention seconds indifference to adsWhen we removed scrollable formats to focus on TV and cinema environments four distinct viewing patterns emerged featured as the top four on the list above Each ad view was assigned a amp8216shape of attentionamp8217 profile and the relationship between the shape and brand outcomes was considered From here each shape of attention was classified as having high medium or low likelihood to drive STASSTAS is Short Term AdProduced Sales I realized that this related to the finding that television has much higher attention elasticity according to Karenamp8217s work as compared with digital amp8211 digital just cannot go as high I then saw the following intriguing figureThat gives you a taste of the depth offered by the Atlas If you are an ARF Member company or individual be sure to get your copy from your ARF Representative If youamp8217re not an ARF Member you should be now more than everPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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ARF Releases Phase 1 Report of its Attention Measurement Validation Initiative

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