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Summary
Realeyes and TVision presented an analysis of the relationship between pre-test measures of “creative attention” (from Realeyes) and in-market attention to television advertising (from TVision). Realeyes’ “Quality Score” has three components: an ad’s ability to capture visual attention, its ability to retain attention and its ability to encode attention. Their overall quality scores were strongly correlated with TVision’s Creative Attention Scores for Consumer Tech Ads, moderately correlated for CPG ads, and weakly correlated for streaming entertainment ads. The environment in which an ad is shown plays a major role in the degree to which viewers pay attention to an ad, particularly for low-performing creative. The speakers showed an example of a video ad with relatively low attention quality, as measured by Realeyes, which nonetheless had relatively high Creative Attention in-market due to running in environments with high viewability and high attention.
