Marta Mackiewicz-Plewa
Co-founder · R&D and cognitive models
×6
higher CTR for the creative revised with AdHeed recommendations, in an A/B test of a real campaign
Predictive Attention
We measure creative attention before you buy media
The market measures media attention while campaigns run. AdHeed predicts the attention of the creative itself, before you pay for media. Score and recommendations in seconds.
DisplaySocialOnline videoDOOHOOH
AdHeed attention map News site Fig. 1. A Magic Spoon ad on a news site. Drag the slider to see where attention lands in the first second. The ad competes for attention with editorial content.
> 90%
agreement between the predicted first-second attention distribution and eye-tracking results
3–5 min
to assess every format in a campaign; a single creative takes seconds
See sample reports
Creative versus media
Media creates the chance for attention. Creative decides whether it gets it.
That is why attention is worth measuring where it is created: in the creative, before it goes live.
< 0.25 s is what a static ad has to catch the eye
< 3 s is what a video has, and the first second usually decides
How we score creative attention
Two stages of contact with an ad, two separate measures
First the brain decides automatically whether to look at an ad. Then the viewer judges whether the message gives a reason to act.
First second · System 1
Stopping Power
Will the creative stand out against its surroundings and get noticed?
After the first second · System 2
Convincing Power
Does the message give the viewer a reason to act?
The score
AdHeed Attention Score
Shows the creative's overall potential - a combined 0–100 score shown against a benchmark.
Recommendations
From version A to version B: recommendations you can act on straight away
The report does not stop at a score. It shows which elements pull the eye away, what viewers will miss and what to change so the message works.
BRIGHTFIELD
Our new recipe brings more natural ingredients and an even better taste to every single pack More taste. Less sugar.
GRANOLA
learn more › Shop now
1
2
3
4
- 1 The QR code pulls attention away from the call to action. QR code removed from the main layout.
- 2 The headline is too long and too small. Headline cut to four words and enlarged.
- 3 The call to action is barely visible. CTA enlarged, in a contrasting colour.
- 4 The layout has no dominant element. The product is now the focal point.
Illustrative example on a fictional creative. In an AdHeed report, recommendations refer to your specific creative and its media environment.
The app
See how the app works
An interactive walkthrough of AdHeed, from uploading a creative to a report with recommendations. No sign-up needed.
Formats
One scale across the whole campaign
One method and one scale for four media types.
Digital · graphic
Display
Banners, portal formats and social media
Digital · video
Online video
Web and social video spots
Out of home · video
DOOH
Digital screens in public spaces
Out of home · graphic
OOH
Large and small formats, including in-store
Team
We bring cognitive science and AI together
AdHeed is built by the EDGE NPD team, researching marketing communication effectiveness since 2013.
Wiktor Kijania
Product development & AI
Patryk Biskupski
Project management
Anna Szydło
Client relations & consumer insights
Tomasz Zwierzchowski
CTO · architecture & big data
Dobromir Ciaś
Data science & model development
Get started
Test your creative before you pay for media
Create an account and test your first creatives yourself. No technical integration.
For larger teams and media agencies we run a free demo on your own materials:
1
Share your materials Several creatives from a current or planned campaign.
2
Results walkthrough An online session with an AdHeed analyst.
3
Working model SaaS subscription or ad-hoc analyses.