BPX and XMC map audience attention to ads

‘Attention’ has attracted more attention from media planners and advertisers in recent years. It adds a valuable dimension to traditional parameters such as reach, frequency and GRP. Reaching a large number of people does not necessarily mean that your message has a significant impact. Attention, however, is an important predictor of advertising effectiveness. After all, it is the fundamental prerequisite for achieving brand recognition, brand preference, and ultimately purchasing behaviour.

Unlike reach figures, few concrete attention metrics are available for the Belgian market. Until now. XMC therefore conducted a unique study in collaboration with the research agency Sapience, using a small-scale sample to measure attention to advertisements in newspapers, magazines, websites and on social media via eye-tracking and a wristband. This was followed by, among other things, a brand recognition test of the advertisements shown and qualitative questions about the advertisements and familiarity with the advertisers. The Attention Survey was carried out with the support of the Flemish government, as part of a broad initiative aimed at supporting local media, which also provides partial funding for CIM ONE (for more information: www.crossmediapanel.be).

Respondents in a realistic setting

“The set-up of the study is unique,” notes Gauthier Elslander, Managing Director of Belgian Publishing Xperience, the association of Belgian publishers. “The 122 Dutch-speaking participants were placed in a realistic living environment, simply a ‘living room setting’ in Ghent, Leuven or Antwerp, where we observed their own reading habits. Using the latest eye-tracking technology and a Fitbit with galvanic skin response, we investigated not only how and how often people were exposed to an advertisement, but also how deeply they processed it, from mere exposure through focused gaze to emotional activation and memory traces.”

A total of 12 Flemish media brands took part: De Tijd, Trends, De Standaard, Knack, Nieuwsblad, Libelle, Het Laatste Nieuws, Flair, De Morgen, HUMO, Gazet van Antwerpen and Dag Allemaal. Their print publications, PDF replicas and websites (except for Dag Allemaal, which has no website of its own) were examined on print, laptop and smartphone. In addition, the respondents’ own Facebook and Instagram feeds were examined. 

Attention Quality Index

The result? A standardised index: the Attention Quality Index. Gauthier Elslander: “For advertisers and media planners, it provides additional information that can be useful for media allocation and as a strategic tool. The classic debate – print versus digital, publisher media versus social media – is finally being conducted here on the basis of objective behavioural data, not on reach figures alone.”

After all, the Attention Survey shows that high exposure does not automatically translate into high attention. Publishers’ websites display an average of 16 adverts per session, yet only 10% of viewing time is actually focused. Print displays fewer adverts, but those adverts are processed and remembered more effectively. Print and online are therefore complementary.

High levels of attention depth for magazines

Furthermore, print magazines score significantly higher in attention depth, with a focused viewing rate of 22%, compared with 9% for print newspapers. Advertisements on social media also have a high attention ratio. 88% of these advertisements receive a focused look, compared with 66% for local publishers overall.

“It is important to note that engagement – measured via physiological signals – is significantly stronger with print,” says Gauthier Elslander. “We’re talking about 63 peak activations for print compared with just 6 for social media. We therefore see that brand recall is significantly higher for print: 19% spontaneous recall compared with 7% for social media. Some media are good at attracting attention; others at retaining it.”

To round off, we’d like to note that advertorials attract twice as much attention as traditional adverts. Context matters, that much is clear!