Attention Marketing: How to catch the consumer's eye?

10,000 : that is the number of ads we are exposed to every day.

How many of them actually make an impact?

It is estimated that we only see 35 to 50% of ads, a figure that can drop to 10% for certain formats on social media.

In recent years, our attention to advertising has shrunk considerably, giving rise to the concept of attention marketing. The advertising world must now reinvent itself to keep up with this new trend.

Events such as the end of cookies, marking the end of audience targeting, and the growing awareness of the environmental impact of digital advertising (7.2 million tons of CO2 per year according to Scope 3, with 333,000 tons in France), highlight the urgent need to do less, but better. Less volume, more impact, through messages that capture attention.

But how do you measure attention?

Even before exponential ad exposure, before the internet and social media, attempts were made to measure attention, for example with the Morgensztern Beta, or the law of advertising recall. This memorization coefficient estimated retention after several waves of a campaign based on the media (before the internet, we observed 5% for radio, 10% for print, 15% for TV, and 75% for cinema).

Today, the advertising landscape is much more complex with a multitude of media. This is why the IAB Attention Task Force (Interactive Advertising Bureau, a global organization that brings together companies from the advertising, media, and digital marketing sectors) has announced it is developing guidelines for measuring attention, which will be published in Q1 2025. In an initial explanatory document on attention measurement, we learn that there are 4 approaches to quantifying attention:

- The visual/audio tracking using eye-tracking or facial coding to understand what users are focusing on.
- Physiological observations that measure bodily reactions such as heart rate and brain waves.
- Data signals which involve analyzing signals from devices to evaluate ad exposure
- Surveys by collecting self-reported data on ad effectiveness via polls

For an ad to be considered viewed, according to IAB criteria, at least 50% of its area must be in view for 1 second for display ads and 2 seconds for video ads.

At Klox, thanks to our technologies and partners, we measure advertising attention by combining criteria such as position, context, and interaction. This allows us to establish a precise visibility score and optimize your ads across all platforms.

Feel free to contact our teams for more information on this topic!

How can you create impactful advertising messages today?

- Focus on emotion and authenticity

To create impactful advertising messages today, content is essential. Advertising that focuses on emotions can boost performance by 40%. Authenticity has also become a vital and essential lever for appealing to Gen Z. Audiences now want brands that communicate transparently, reflect sincere values, and build human connections.

- Deliver at the right time, in the right place

Delivering an ad in a relevant context improves results by 27%. Nearly 63% of users consider advertising to be an integral part of the content they consume. When delivered in the right environment, it is better received and performs better. For example, you are more likely to click on an ad for running shoes when visiting a sports news site than when looking at a cake recipe page.

- Encourage interaction to capture attention and drive engagement

Interaction is key to transforming ad exposure into real engagement. Involving users strengthens their interest and connection to the message. Rich media formats, for example, offer interactive experiences that increase visibility by 33% and generate 76% more attention. By integrating elements like polls or sharing options, you can encourage consumers to react actively, which will boost their engagement.

Looking for an example of a campaign with an impactful message?

Bretagne Tourisme recently ran an original campaign with Klox featuring punchy slogans like “Leave a skeptic, return a Celt.”

The goal? To encourage Parisians to discover the region during the off-season and fully immerse themselves in the culture during their stay.

The Klox team, which includes quite a few Bretons, particularly loved it, and we aren't the only ones—the performance exceeded expectations!

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