NEWS22 March 2023

ARF begins attention measurement industry analysis

Media New business News North America

US – The Advertising Research Foundation (ARF) has begun a research project to map the current landscape of attention measurement providers.

Eye tracking

The project, part of the ARF attention validation initiative, will help create an ‘attention atlas’ to add transparency to vendors’ positioning, methods and prediction.

The mapping is at a preliminary stage and will set out who the main companies are in the attention measurement industry, as well as what and how they measure.

Once this initial stage of the attention validation initiative is completed, phases two and three will focus on creative attention and media attention tools. 

The ARF’s attention validation initiative is supported by an academic advisory committee and a brand steering committee, which include senior researchers and practitioners from Coca-Cola, LinkedIn/Microsoft, Mars, McDonalds and The Attention Council. 

Ethan Rapp, director of the ARF’s attention validation project, said: “In order to compile this atlas, we hope to hear from all the suppliers of novel attention measurement, or products that compete in that space, to create a full picture of the ecosystem.

“We encourage research suppliers, media companies or agencies that have created their own novel approach to measuring or predicting attention in any advertising media to participate in our initiative.”

Scott McDonald, chief executive and president at ARF, said: “As new attention measurement services come to market, the industry has been asking us to help them gain transparency into the validity, reliability and predictive power of these measures.

“This atlas will be the first step in helping marketers make more informed decisions around choosing a method and supplier – clearly outlining the solutions’ rightful application to advertising and media evaluation.”