MANAGEMENT SLANT

  • Advertisers have multiple measures of attention at their disposal but lack evidence for which measure is most appropriate for specific conditions, including creative executions.
  • Comparing attention measures demonstrates that the measures respond differently to different levels of attention and attention-getting creative devices.
  • Multiple measures of attention are necessary to diagnose when attention-getting devices successfully capture attention or adversely reduce attention.
  • Sales-ineffective advertisements systematically attract lower levels of attention than sales- effective advertisements, measured by heart rate.

INTRODUCTION

Consumers are adept at screening out advertising, which means that advertisers cannot underestimate the challenge of getting noticed. Research has linked low attention to television advertising (measured by heart rate) with low in-market sales response (Bellman, Nenycz-Thiel, Kennedy, Larguinat, et al., 2017), which signals that biometric measures of attention can help advertisers weed out the most ineffective television advertisements.