For advertisers, it's important for consumers to pay passive attention to their ad
Once this initial attention is captured, targeted influence on the potential audience follows. Active attention is consciously managed—the theme and design of the ad should arouse the viewer's interest.
If (or when) an advertiser succeeds in capturing a cabo verde telemarketing database buyer's attention, it's important that the potential consumer perceives the ad and remembers the essence of the message. With a high level of attention, the brain switches to analysis and reasoning—the consumer compares the product with competitors' offerings, "tests" it against their situation and reality, and makes a purchase decision.
Methodology and purpose of the PepsiCo Europe study
Australian company Amplified Intelligence specializes in analytics and attention metrics for measuring audience engagement with advertising. The results of a study conducted in collaboration with PepsiCo Europe allowed us to evaluate the effectiveness of social media advertising and determine the overall effectiveness of advertising creatives and messages depending on the company's size and brand scale.
Amplified Intelligence research is based on attention tracking—a user's gaze in a natural setting with common distractions. A machine learning model enables the analysis and measurement of attention levels and patterns to generate metrics for assessing the effectiveness of an advertising campaign. The system records data on active attention (when a user looks directly at an ad), passive attention (when a person looks at content adjacent to the ad), and lack of attention.
According to company representatives, the study helped identify high-quality audience reach and the true impact of advertising. It established the relationship between ads, ad formats, placement platforms, the audience viewing them, and, most importantly, the brand's scale and popularity.
During the study, over 1,000 people viewed over 2,300 advertisements. Active, passive, and absent attention were recorded second by second. Data was collected across four platforms. Advertising effectiveness was assessed by analyzing the behavior of study participants and those who did not see the advertisements.
As a result, we were able to come to the following conclusions.
Brand size plays an important role in the relationship between attention and advertising performance.
The increase in active attention per second for ads from lesser-known brands was four times greater than for major brands.
Large companies attracted more passive attention than smaller brands.
This suggests that a company's size—the size of its brand—influences the type of attention its social media advertising receives.
Research has shown that PepsiCo demonstrated strong results in terms of ad frequency and duration—better than its competitors. However, only 42% of the brand's ads were actively viewed. This could pose a problem for companies running ads on platforms with fast browsing and scrolling. This reduces the percentage of ad views and reduces the number of people who watch the ad to the end.