--- title: "Attention Measurement in Advertising with Ad Testing AI: Kantar and Affectiva Weigh In" description: Learn more about emotional ad testing with Affectiva-Kantar insights, exploring upgraded metrics and attention measurement strategies in advertising. image: https://go.smarteye.se/hubfs/Screen%20Shot%202024-02-05%20at%2012.37.28%20PM.png --- ![](https://go.smarteye.se/hubfs/Affectiva%20March%202017%20Theme/Images/trigger.png) # BLOG [Media Analytics](https://go.smarteye.se/topic/media-analytics) [Emotional Ad Testing](https://go.smarteye.se/topic/emotional-ad-testing) [Ad Testing AI](https://go.smarteye.se/topic/ad-testing-ai) [Facial Coding AI](https://go.smarteye.se/topic/facial-coding-ai) # Attention Measurement in Advertising with Ad Testing AI: Kantar and Affectiva Weigh In ![](https://go.smarteye.se/hubfs/Headshot.jpeg) [Ashley McManus](https://go.smarteye.se/author/ashley-mcmanus) 02.16.24 - Share - [** ](https://www.facebook.com/sharer/sharer.php?u=https://go.smarteye.se/evolving-perspectives-attention-measurement-in-advertising-with-ad-testing-ai) - [** ](https://twitter.com/intent/tweet?text=Attention+Measurement+in+Advertising+with+Ad+Testing+AI%3A+Kantar+and+Affectiva+Weigh+In&url=https://go.smarteye.se/evolving-perspectives-attention-measurement-in-advertising-with-ad-testing-ai&via=) - [** ](https://www.linkedin.com/shareArticle?url=https://go.smarteye.se/evolving-perspectives-attention-measurement-in-advertising-with-ad-testing-ai&title=Attention+Measurement+in+Advertising+with+Ad+Testing+AI%3A+Kantar+and+Affectiva+Weigh+In&summary=Learn+more+about+emotional+ad+testing+with+Affectiva-Kantar+insights%2C+exploring+upgraded+metrics+and+attention+measurement+strategies+in+advertising.) - [mailto:?body=https://go.smarteye.se/evolving-perspectives-attention-measurement-in-advertising-with-ad-testing-ai](mailto:?body=https://go.smarteye.se/evolving-perspectives-attention-measurement-in-advertising-with-ad-testing-ai) [![Emotional ad testing](https://go.smarteye.se/hs-fs/hubfs/Screen%20Shot%202024-02-05%20at%2012.37.28%20PM.png?width=994&height=748&name=Screen%20Shot%202024-02-05%20at%2012.37.28%20PM.png)](https://www.smarteye.se/podcasts/craving-attention-how-to-capture-and-retain-the-attention-your-ad-needs/) In a recent livestream event co-hosted by Affectiva and Kantar, industry experts Duncan Southgate and Graham Page offered profound insights into the ever-changing landscape of [attention measurement in advertising](https://go.smarteye.se/craving-attention-unveiling-the-future-of-ad-creative-effectiveness). ##### Navigating the Attention Economy The [livestream event](https://www.linkedin.com/events/7143336775694905344/comments/) initiated a deep dive into the attention economy, with a spotlight on the challenges posed by the prevalent ad avoidance in the digital space. Duncan Southgate emphasized the growing importance for advertisers to move beyond mere visibility, recognizing the shift towards authentic audience engagement. ##### Intersection of Creative and Media Delving into the intriguing intersection of creative and media, Southgate asserted that capturing attention through ad placements is just the beginning. The real challenge lies in optimizing creative content to effectively leverage those opportunities. A nuanced approach is essential, considering that different media platforms demand unique attention and creative strategies. ##### Affectiva Partnership and Upgraded Metrics Graham Page highlighted the enduring partnership between Affectiva and Kantar, unveiling a [recently upgraded attention metric](https://www.affectiva.com/news-item/affectiva-announces-new-emotion-ai-attention-metric-with-smart-eyes-sophisticated-eye-tracking-technology/) that goes beyond traditional facial expressions. This enhanced metric integrates signals of distraction, utilizing technology from the Smart Eye group to provide a comprehensive understanding of audience engagement. ##### Comprehensive Attention Measurement Page demonstrated the upgraded attention metric, showcasing its ability to analyze factors like head pose, eye movements, and other indicators of distraction. The emphasis was on creating a holistic view of attention, combining passive attention metrics with active measures of engagement. This approach allows for a nuanced understanding of how ads resonate with audiences in various contexts. ##### Client Response and Future Prospects Acknowledging positive client responses, the speakers highlighted the attention metric's value in diagnosing ad performance and optimizing media efforts. Looking forward, experts hinted at potential [facial coding AI](https://www.affectiva.com/product/ad-testing/) technological advancements, exploring where attention is focused within the screen and aiming to make attention measurement more scalable and accurate. [![Emotional ad testing](https://go.smarteye.se/hs-fs/hubfs/Hero%20image_Affectiva_logo_title.png?width=600&height=338&name=Hero%20image_Affectiva_logo_title.png)](https://event.on24.com/eventRegistration/EventLobbyServlet?target=reg20.jsp&eventid=4486406&sessionid=1&key=F7D84352F9B82123DF33B52E58D1A61B&groupId=5253078&sourcepage=register) ##### Webinar to Dive Deeper: [Attention beyond views for creative effectiveness](https://event.on24.com/eventRegistration/EventLobbyServlet?target=reg20.jsp&eventid=4486406&sessionid=1&key=F7D84352F9B82123DF33B52E58D1A61B&groupId=5253078&sourcepage=register) To further explore the shared insights, Affectiva and Kantar will [host a joint webinar](https://event.on24.com/eventRegistration/EventLobbyServlet?target=reg20.jsp&eventid=4486406&sessionid=1&key=F7D84352F9B82123DF33B52E58D1A61B&groupId=5253078&sourcepage=register) on February 28. The webinar promises to unveil case studies, discuss the evolving attention measurement landscape, and provide a platform for industry professionals to engage in the ongoing conversation about the crucial role of attention in advertising. In conclusion, the event underscored the dynamic nature of attention measurement in advertising, offering valuable insights into challenges, advancements, and future prospects in the quest to capture and retain audience attention. *Want to learn more? Don't miss the deep-dive webinar on attention hosted by Kantar this month - [register now ](https://event.on24.com/eventRegistration/EventLobbyServlet?target=reg20.jsp&eventid=4486406&sessionid=1&key=F7D84352F9B82123DF33B52E58D1A61B&groupId=5253078&sourcepage=register)to reserve your seat!* [Media Analytics](https://go.smarteye.se/topic/media-analytics) [Emotional Ad Testing](https://go.smarteye.se/topic/emotional-ad-testing) [Ad Testing AI](https://go.smarteye.se/topic/ad-testing-ai) [Facial Coding AI](https://go.smarteye.se/topic/facial-coding-ai) ### Related Content [![Emotion AI and the Magic of Christmas: Elevating Holiday Ads Through Emotional Connection](https://go.smarteye.se/hubfs/shutterstock_2074749832.jpeg) Emotion AI and the Magic of Christmas: Elevating Holiday Ads Through Emotional Connection ](https://go.smarteye.se/emotion-ai-and-the-magic-of-christmas) [![The Role of Attention and Engagement in Creative Effectiveness](https://go.smarteye.se/hubfs/Zeus%20Announcement%20Banner%20landing%20page%20(1920%20x%201080%20px)%20(20).png) The Role of Attention and Engagement in Creative Effectiveness ](https://go.smarteye.se/the-role-of-attention-and-engagement-in-creative-effectiveness) [![The Future of Calibration-Free Eye Tracking in Market Research](https://go.smarteye.se/hubfs/shutterstock_1940410141.jpg) The Future of Calibration-Free Eye Tracking in Market Research ](https://go.smarteye.se/the-future-of-calibration-free-eye-tracking-in-market-research) [![Secrets of Successful Ad Campaigns: Metrics, Best Practices, and Future Trends](https://go.smarteye.se/hubfs/shutterstock_2377580049.jpg) Secrets of Successful Ad Campaigns: Metrics, Best Practices, and Future Trends ](https://go.smarteye.se/secrets-of-successful-ad-campaigns-metrics-best-practices-and-future-trends) [Contact Us](http://www.affectiva.com/contact-us/) [Client Login](https://labs-portal.affectiva.com) [Emotion AI](http://www.affectiva.com/emotion-ai/) [Solutions](http://www.affectiva.com/what/products/) © 2018 Affectiva. 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