Decoding Attention with Neuroscience

Teads collaborated with OMD to understand the influence of platform environments on video ad attention with the help of eye-tracking technology. This study spanned over 5 diverse category brands, 4 countries, and 1,400 participants 18+ on desktop and mobile.

Factors Shaping Attention: Insights from the Study

During this study, Teads found 4 factors that have heavy influence in shaping attention: Micro Attentional Moment (MMA), Attention Coefficient K (Attention Quality), Attention Loss Factor and Scroll Speed. 

Key Findings & Teads' Impact on Attention

• Creative Timing and Impact: The initial two seconds of an advertisement crucially influence its memorability, potentially boosting brand attention by 30%. 

• Attention's Impact on Brand Growth: With a striking 96.5% correlation, attention proves to be a pivotal factor in successful brand-building.

• Superior Ad Recall with Teads: Teads surpasses top social media platforms by achieving a remarkable 74% ad recall rate, demonstrating its exceptional capability in engaging and retaining user attention across diverse settings.

To find out more, download the study.