Insights by Kantar’s Post

Really good article here by Paul McClean at Kantar about #Attention in advertising. This is based on some work Affectiva and Kantar did together on the Advertising Research Foundation (ARF) Attention validation project, and draws on the huge collective dataset Affectiva and Kantar have gathered on attention. Very much in agreement with the conclusions that Attention is not a single thing, and engagement is more important than eyeballs. Worth a read.

🤔 What truly drives attention in #advertising — is it just about grabbing eyeballs, or is there something deeper at play? In a world where attention is fragmented and fleeting, understanding what makes an ad truly effective is more critical than ever. That’s why we at Affectiva were thrilled to collaborate with Kantar on the Advertising Research Foundation (ARF) #Attention Validation Initiative, assessing 40 TV and digital #ads to uncover what really matters. Our Global Managing Director of #MediaAnalytics Graham Page shares that the insights from this project are clear: #Engagement far outweighs mere visibility. Attention isn't just one thing—it's about connecting on a deeper level. Our joint dataset with Kantar supports this, revealing the nuances of attention and how to maximize it in your creative strategies. Discover more in this thought-provoking article by Kantar, where they share the key learnings from our collaborative research. If you're looking to elevate your creative effectiveness, this is a must-read. 👉https://lnkd.in/etqmYzyN #EmotionAI #AdTestingAI #FacialCoding https://lnkd.in/efNsP4Yn

5 lessons on attention to transform your creative. Earlier this year Kantar was part of the ARF’s ongoing Attention Validation Initiative where we assessed 40 TV and digital ads. In this article, Paul McClean shares what we learned in the process and how it can help you maximise attention effectiveness in your creative decisions. https://loom.ly/Ln2COlw #Attention #CreativeEffectiveness

5 lessons on attention to transform your creative. Earlier this year Kantar was part of the ARF’s ongoing Attention Validation Initiative where we assessed 40 TV and digital ads. In this article, Paul McClean shares what we learned in the process and how it can help you maximise attention effectiveness in your creative decisions. https://lnkd.in/g9sCiXet #Attention #CreativeEffectiveness

5 lessons on attention to transform your creative. Earlier this year Kantar was part of the ARF’s ongoing Attention Validation Initiative where we assessed 40 TV and digital ads. In this article, Paul McClean shares what we learned in the process and how it can help you maximise attention effectiveness in your creative decisions. https://lnkd.in/ggEn4F73 #Attention #CreativeEffectiveness

5 lessons on attention to transform your creative. Earlier this year Kantar was part of the ARF’s ongoing Attention Validation Initiative where we assessed 40 TV and digital ads. In this article, Paul McClean shares what we learned in the process and how it can help you maximise attention effectiveness in your creative decisions. https://lnkd.in/gtwGRJf2 #Attention #CreativeEffectiveness

5 lessons on attention to transform your creative. Earlier this year Kantar was part of the ARF’s ongoing Attention Validation Initiative where we assessed 40 TV and digital ads. In this article, Paul McClean shares what we learned in the process and how it can help you maximise attention effectiveness in your creative decisions. https://lnkd.in/gqkcFCSC #Attention #CreativeEffectiveness

5 lessons on attention to transform your creative. Earlier this year Kantar was part of the ARF’s ongoing Attention Validation Initiative where we assessed 40 TV and digital ads. In this article, Paul McClean shares what we learned in the process and how it can help you maximise attention effectiveness in your creative decisions. https://lnkd.in/ezenFs_b #Attention #CreativeEffectiveness

5 lessons on attention to transform your creative. Earlier this year Kantar was part of the ARF’s ongoing Attention Validation Initiative where we assessed 40 TV and digital ads. In this article, Paul McClean shares what we learned in the process and how it can help you maximise attention effectiveness in your creative decisions. https://lnkd.in/e64gUgja #Attention #CreativeEffectiveness

5 lessons on attention to transform your creative. Earlier this year Kantar was part of the ARF’s ongoing Attention Validation Initiative where we assessed 40 TV and digital ads. In this article, Paul McClean shares what we learned in the process and how it can help you maximise attention effectiveness in your creative decisions. https://lnkd.in/gvfB-2A8 #Attention #CreativeEffectiveness