Attention and working memory are both key to learning new information. If we’re not paying attention we can’t understand, learn or remember what we’ve seen. By looking at media through the lens of attention we start to discern its quality; an ad might be viewable... but was it viewed?
Centre for Attention is the first major MailOnline project to explore the difference between premium and standard digital formats. The purpose of this study was to explore how impactful formats can contribute to attention and brand metrics.
Partnering with Lumen, we created ultra realistic in-context testing environments which allowed respondents to scroll, as they normally would whilst having their eye movements tracked. Respondents were then asked a follow up questionnaire to assess recall, consideration and purchase intent.
Over 2,500 regular MailOnline took part in the study, across desktop and mobile devices, and we tested 18 different digital format combinations.
The research provides tips to improve attention on campaigns as well as uncovering which formats are most effective for recall, consideration and purchase intent.
As a result of this study MMM have created a range of tools, which any be used at any time, to help plan, optimise and measure attention.
Posted on: Wednesday 2 February 2022