Attention is an advertising outcome that precedes any effect. Therefore, managing advertising for attention outcomes should be a foundational principle in modern practice. That starts with the commercial messaging and advertising creative.
This paper presents an ROI model using attention data from Realeyes’ PreView product, applied to an actual portfolio of video ads from consumer brands.
Our case study scenario shows that optimizing creatives for attention within media activations can easily achieve 30% performance improvements (or waste reductions). It also can achieve a 9X ROI based on the cost of applying attention predictions data.
Therefore, our conclusion is that to advertise effectively, an advertiser must embrace attention through reliable, valid and quantitative measures that are comparable across media and time.
