Picture this; another quarter has come around and it’s time to plan your upcoming marketing campaign. You’re trying to balance your communication efforts across a multitude of different channels, but you simply don’t have the time and resources you would like to dedicate to each of them. You know you have to run ads, as they have shown promising results for you in the past, but how can you make your ads better each time?
Of course, there are many tried and tested methods to answer this question. You can work with experienced agencies, but how do you know if their ‘creative concept’ will translate into a better ROI for your campaign? Perhaps you could go down the route of conducting market research or a neuromarketing study, but these are very time-consuming and require a significant amount of resources.
In this blog post, we’ll be covering how you can use attention prediction platforms as a scalable and cost-effective way to pre-test your social media, display and YouTube ads.
So let’s say we want to run a Cyberpunk ad on Instagram. We’ve created a couple of variations of the ad and we want to know which will get more attention. The first thing we need to do now is to jump on Instagram and get a screenshot of the news feed so we know what kind of context our ad will be displayed in. Then, we need to place our ad within the context, so it can be tested relative to its surroundings. This can be done with most editing software like Photoshop or Canva, but a good free solution is Figma. Pro tip: expoze.io also has a Figma plugin!
Once we have placed the two ad variations in the Instagram context, we can start testing them. Since we used Figma for this, we were able to test these designs using the expoze.io Figma plugin.
As you can see, the yellow version is receiving more attention on the heatmap. We’ve even checked this with the Areas of Interest (AOI) feature on the expoze.io web app, and we can see that it is receiving 30% of attention compared to 26% from the darker version on the right.
So, we can conclude that the yellow will therefore capture more attention of viewers in the news feed, and is, therefore, more likely to be noticed and be an effective ad!
Driver: #2 Cognitive ease
Cognitive ease refers to how the strength and number of visual attention areas affect visual complexity. When there are many competing areas drawing visual attention, this reduces the ease of processing. Also, when there are abrupt scene changes, cognitive ease is decreased. A good video ad can guide attention in a split second, to enable the processing of the information under fast viewing conditions. Take a look at the image below as an example - the ad on the left is simple and clear with one point of attention - this is great in terms of cognitive ease and makes it easily digestible for the viewer. However, the example on the right has a lot of different points of attention, or visual clutter, making the viewer feel overwhelmed and harder to remember the key message.
P.S: Stay tuned for exciting updates regarding cognitive ease and brand attention scores in expoze.io!
So now you should know all you need to start testing your online ads with an attention prediction platform. Want to try it yourself? Get started! Try out your first 5 images for free.