We can all agree that attention is one of the core elements of marketing. It's so critical that Google's AI research arm DeepMind
has built a tool called "Attention Is All You Need". Modern AI allows you to predict attention, and if you're not already using this to drive better results, you are missing out. Let's examine why measuring attention is one of the smartest and simplest things you can do.
Why wouldn’t you measure attention?
To make your marketing work, your message must be noticed. It's that simple. If I don't see it, I won't remember it. And if I can't remember it, I won’t be able to recall it, which means all your investments have been in vain. From that perspective (visual), attention is crucial for marketers. It's what marketers need to build on, makes logos noted, and is required to build memorability and good messaging. Attention is what lets people discover, see and process your message. It creates brand associations and helps people decide if they want those new things or not. An ad that nobody sees or a logo that doesn't get associated with your content is squandering media money. Let's agree that if we could predict attention at a low cost, there would be no reason not to measure.
The challenges of getting noticed
Conventional eye tracking is expensive, relatively slow, and challenging to implement. Eye-tracking solutions can be costly, especially when hiring experts who know how to properly implement and use eye-tracking devices. A typical eye-tracking study involves an operator who will analyse the data of your subject's pupils as they look at different stimuli. This process can take hours or even days.