What it does
This KPI quantifies how much attention the key message of an asset receives.
In the example below, the key message is about "Healthy Snack", "Vegan & Organic/Rich in omega 3" and the call-to-action "Try Now!". In total, the messages receive 24% share of attention. When compared to the norms, this result does not meet the required threshold for top performance (29%+ for Out-of-Home).
Why it matters
The key message(s) of an asset are the main content an asset or campaign want to bring across. Often this will be the headline or main texts in an asset. These main messages need to receive sufficient attention for the asset to be effective in achieving its communication goals.
How it works
Within Brainsuite, users draw bounding boxes around those areas of the asset that correspond to the key messages (red areas in the example below). For each of these areas, the corresponding attention score is computed. The total "Key Message Attention" score is the sum across these areas.
How to achieve great results
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Adjust the contrast and color of key message areas to make them stand out.
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Reconfigure the layout to ensure that important areas are prominently displayed.
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Reduce clutter around key messages to focus the viewer's attention.
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Use spatial positioning to guide the viewer's attention through the image.
AI models used
Predictive eyetracking models are used to predict attention of the key message.
see also: