Kantar launches attention framework for ads with advanced FCT

Kantar, the world's leading marketing insights and analytics company, today announces the launch of a new proprietary attention framework. Marrying Kantar’s decades of creative evaluation expertise with the latest technology, the approach uses facial coding to uncover how well ad content captures the attention of viewers on a second-by-second basis, an essential tool in marketers’ arsenal. 

Part of the expansion of Kantar’s creative testing portfolio, the new attention framework gives advertisers a summary of an ad’s ability to capture viewers’ attention, comparison to norms, and a second-by-second trace to diagnose where attention is retained and lost. The norms and benchmarks are built using Kantar’s expertise in measuring attention and a database of 50,000 attention ad tests. The attention framework uncovers whether people pay attention to ads in different media contexts and what creative strengths drive attention, giving advertisers the insight they need to optimise their advert to improve its ability to engage viewers. It is available in LINK+ and Context Lab. 

As part of the new framework, Kantar is now deploying significantly improved attention measurement. The upgraded facial coding technology now includes gaze monitoring components making it more accurate than ever before. Advertisers receive measures of both active and passive attention, giving them richer and deeper understanding of how their ads will perform in context. Using privacy-safe methods, the solution measures passive attention - the average time in seconds/percentage where viewers’ eyes are on-screen when the ad was visible, and active attention - the seconds/percentage of time where viewers’ facial expressions indicate emotional engagement with the content. 

Second by second trace illustrating passive & active attention retention during playback]