Attention Metric
Our attention reports make it easy to compare assets based on predicted Visibility, Clarity and Digestibility. The Attention Score combines all three to provide a single basis for comparison.
Our research shows that assets with stronger performance across our Attention KPIs are more likely to achieve higher levels of conversion in the market.
The Attention Score combines insight from 3 core attention KPI's:
Visibility - indicates whether an asset is likely to be noticed by viewers within one or more target contexts.
Digestibility - indicates whether key information is easy for viewers to 'digest' by understanding whether viewers' attention is properly directed towards that information.
Clarity - indicates the degree of visual 'clarity' within an image by understanding if there are too many areas competing for the viewers' attention.
🎓 We recommend selecting a Context at the start of your study journey to ensure all reports are included in the calculation of your attention score, for a more representative and accurate reading of your assets.
Weightings: Visibility (0.5), Clarity (0.25), Digestibility (0.25)
Visibility
What does it tell me?
The Visibility KPI indicates whether an asset is likely to be noticed by viewers within one or more target contexts.
You can superimpose your creative content within it’s intended environment to discern how it vyes for the limited consumers attention against distracting elements and competitors.
Note: Visibility requires at least one context to be provided.
How does it work?
Visibility is a weighted score, based on:
Probability of Perception - the chance of an asset being noticed
Share of Attention - the share of attention an asset receives
Attention Power Factor - the share of attention relative to size
For more information regarding these metrics, click here!
Clarity
What does it tell me?
The Clarity report indicates the degree of visual 'clarity' within an image by understanding if there are too many areas competing for the viewers' attention.
This report automatically defines and displays your most visually salient regions, known as hotspots. All hotspots are identified to pixel width accuracy. So you'll immediately see if there are too many elements competing for your audience's attention.
How does it work?
Clarity is based on:
No. of hotspots - how many areas are competing for attention
Prominence - how much attention is focused on the hotspots
Note: You can also enable our Gaze Path feature, which shows you the most probable path your audience takes through your content, with scientifically validated gaze sequences.
Digestibility
What does it tell me?
The Digestibility report indicates whether key information is easy for
viewers to 'digest' by understanding whether viewers' attention is properly directed towards that information.
Alternatively, it allows you to analyse and report on individual elements within your content to perform A/B/n tests more effectively.
How does it work?
Digestibility is based on:
No. of AOIs - how much information is trying to be conveyed
Prominence - how much attention is focused on the AOIs
Visual Hierarchy (optional) - are AOIs seen in the right order
Note: Visual Hierarchy allows you to dictate the desired hierarchy of elements within content. It scores each version depending how closely the intended hierarchy matches the predicted experience, which will influence the Digestibilty score.
Any further questions or feedback, please contact [email protected] or any member of the Dragonfly AI team!