Measuring attention to advertising is a complex task because there are different types of attention, tapped by different measures that likely are more or less sensitive to varied attention-getting creative devices. Advertisers have multiple measures of attention at their disposal but lack evidence for which measure is most appropriate for specific conditions, including creative executions.
This study examines how scalable biometric measures—eye tracking, skin conductance, and heart rate—respond to 10 creative devices executed across more than 100 television advertisements with known in-market sales-effectiveness results.
Comparing attention measures demonstrates that the measures respond differently to different levels of attention and attention-getting creative devices.
Multiple measures of attention are necessary to diagnose when attention-getting devices successfully capture attention or adversely reduce attention. Sales-ineffective advertisements systematically attract lower levels of attention than sales-effective advertisements, measured by heart rate.
Editor’s Note: A preview from the Journal of Advertising Research (JAR).
Source: Bellman, S; Nenycz-Thiel, M.; Kennedy, R.; Hartnett, N.; Varan, D. (January). Best measures of attention to creative tactics in TV advertising. Journal of Advertising Research, 58(4), 1-18. Journal of Advertising Research.