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State of the Screens

The Surprising Impact of Buying Attention Vs. Audiences

By February 6, 2018No Comments

Last week we wrote about second-by-second viewership analysis using ACR data. This week we are going to look at second-by-second analysis for attention using eye-tracking software.

How does eye-tracking measurement work? TVision installs sensors on panelists’ TVs, tracking eye movements of multiple people in a room.

Engagement by age group:
1) All ages: 100
2) 65+: 114
3) < 18: 90

Engagement by gender:
1) Male: 101
2) Female: 99

Below is an example of a Yoplait Go-Gurt ad.

Below is an example of the best time to reach moms.

The big question. How soon will we be buying ads based on the amount of time targeted consumers spend with our content rather than mass reach?

More. Attention: The Gorilla In The Room

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.