How to evaluate the effectiveness of advertising in the context of information noise and changing patterns of consumer behavior? Classic metrics count a view, even if it was not completed: the user could look at the screen, but not see the ad. The specificity of digital formats is such that not all commercials occupy 100% of the screen, which means that the audience has the opportunity to avoid watching. We decided to test a technological approach in order to study the attention of users to ads on different media services and screens.
In the previous article, we already talked a little about our pilot study of Attention Economy Russia - goals, background (global project and localization) and TV results. This time, I would like to share the details of the digital attention assessment, which we conducted in partnership with the Mail.ru Group UX laboratory. As part of this phase of the study, the team used eye trackers to track a person's gaze when watching video ads on desktop and mobile devices.
Our approach
The aim of the study is to study advertising consumption from the point of view of a single metric of audience attention, for which advertisers are actively competing today. As part of the pilot, we decided to conduct a qualitative study, and then scale up the project and use quantitative analysis mechanics.
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