In a day and age, where the needle on measurement is moving from mere ad impressions to impact, the findings of an in-depth research on ‘the currency of attention’ has revealed several insights that challenge conventional wisdom on advertising measurement.
Measuring and evaluating attention across five social, video and contextual platforms in Arabic, the report titled ‘Unlocking the Currency of Attention KSA’ , taking into account the feedback of advertisers – across diverse verticals including FMCG, e-commerce, automotive and financial services – was conducted by dentsu MENA in partnership with Lumen Research, Teads and Snapchat,
The comprehensive study aimed to bridge the gap between traditional measurement metrics and actual human behaviour, representing a step towards more tailored, effective planning in the region.
Ramzy Abouchacra, Media Practice President, dentsu MENA, said, “MENA is an emerging market primed for innovation, and the shift to attention metrics presents a golden opportunity. Instead of just counting how many times your ad was served, imagine measuring how many actually focused on it and for how long using attention as a currency. This is the next frontier, and it’s not just a change; it’s a revolution in how we define success for both our media brands and the clients we serve.”
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Methodology and key findings from the Arabic attention research
The study included 750 respondents, all aged 18 and over, non-rejectors of their assigned media platform, and based in Kingdom of Saudi Arabia (KSA). Respondents were not made aware of the purpose of the research beyond the requirement to opt-in for advertising and the estimated length of their participation.
Respondents accessed Lumen software via their mobile, turning their device into an eye tracking camera. Respondents were then sent to a simulated mobile version of the social and video platforms and served advertising from a pool of five brands All groups then answered the Dentsu Attention Economy survey pertaining to prompted brand recall and brand choice (or short-term advertising strength – STAT). Analysts and consultants processed the eye-tracking attention and survey data to produce this insights report.
Key findings from the reports included:
Viewable does not equal viewed
The study emphasises that an ad being “viewable” does not guarantee it has been ‘viewed’. The research found that viewability rates in the MENA region are approximately 5 per cent lower than global norms, with some platforms showing significant discrepancies between viewable and actual viewing rates.
Longer viewable times enhance ad viewing
The data revealed that longer viewable times correlate with increased ad viewing. However, this relationship is not uniform across all platforms. For example, even though one platform had an average viewable time of 15.1 seconds, ads were only viewed for approximately 33 per cent of that time (5.3 seconds).
Initial exposure matters
Attention levels are notably higher before the skippable option is available, suggesting that advertisers should focus on capturing consumer attention during the initial moments of ad exposure. This insight indicates that the first few seconds of an ad are crucial for engagement.
Mike Follett, CEO of Lumen Research, said, “Since 2018, dentsu has been a leading partner of Lumen Research and together we’ve chartered new territory in understanding attention and building new norms and metrics in the space. The data from this study – the largest cross platform Arabic research study of its kind – has revealed some unique media consumption habits and cultural nuances in the Arab world that impact attention patterns. We will be working with dentsu to apply these variances to allow the agency to deliver more tailored, effective planning for its clients in region.”
Attention over viewability
The research shows that attention measurement has 1.4 times greater explanatory power over brand recall than traditional viewability metrics. This underscores the need for advertisers to plan campaigns that prioritize user engagement rather than just viewability.
Creative elements matter
Attention levels varied significantly between the brands studied, indicating that ad creative — such as visual appeal and emotional connection —play a critical role in capturing viewer attention.
Effective brand cues
Ads that delayed brand presentation required longer viewing times to achieve similar recall compared to those that introduced brand cues early. Ads that introduced brand cues early were more effective in building recall.
Saadeddine Nahas, Head of Product & Partnerships, dentsu MENA, concluded, “This research will allow us to start planning against local rather than global benchmarks to deliver on what truly matters: capturing and holding attention. By prioritising attention-based metrics and committing to quality over quantity, we can transform how brands connect with audiences and open new pathways for growth for our clients.”
