Think with Google: What drives attention? Exploring the new front line of ad effectiveness

By Rachael Powell & Elizabeth Verow (Google) and Mark Henning (Kantar)

Why do people pay attention to some ads but not others? That was the question we set out to answer when we launched our attention research in Australia in 2015. Since then, we’ve been building on that study to better understand how Aussies’ ad-viewing behaviour has evolved.

We know that attention is best assessed through visual metrics, so we most recently worked with Kantar and Eye Square to track Australian consumers’ eye movement across 2,808 ads. Participants wore discreet eye-tracking glasses that allowed researchers to observe real-time viewing behaviour both in and outside the home — a first for the Australian market.

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