Fig. 6 · Display · another advertiser
The score predicts clicks
line A line B
The higher the score, the higher the CTR, in both creative lines (11 creatives, 745k impressions).
Attention in advertising
Attention is the new measure of contact quality. Creative needs it before launch.
The IAB and MRC guidelines of November 2025 separate attention from viewability. Most tools, however, measure media attention, and they do it while the campaign runs.
Viewability
Was the ad on screen?
- When
- after delivery
- What it improves
- media buying
Media attention
Did people look at the placement, and for how long?
- When
- usually while the campaign runs
- What it improves
- choice of sites, formats and positions
Creative attention · AdHeed
Will this creative stop the eye in this environment and prompt action?
- When
- before launch, at the design stage
- What it improves
- the creative itself: variants, formats, message elements
94%
of media agency and marketing managers in Poland see attention affecting campaign effectiveness
~50%
of companies already use attention measurement
> 80%
say the metric needs a common standard
Sources: IAB and MRC, Attention Measurement Guidelines, version 1.0, November 2025; IAB Poland, "Uwaga! Attention zmienia zasady gry" report, November 2025.
Method
Two areas of analysis
AdHeed breaks creative attention into two measurable dimensions - first whether the creative stops the eye, then whether it gives a reason to act.
First second · System 1
Stopping Power
- visibility against the surrounding content
- strength of the dominant element
- motion, faces, text complexity
After the first second · System 2
Convincing Power
- brand and product, including product in use
- offer, headline and benefit
- call to action (CTA)
Media environment
Creative assessed where it will actually run
A creative that works on a blank background can lose to editorial content. That is why AdHeed scores attention in the media environment.
Fig. 2. The same Magic Spoon creative alone and on the news page. Alone, attention goes to the logo, headline and CTA; in context, editorial content takes much of it.
Simulating the real emission environment
How AdHeed matches backgrounds to your creative
AdHeed’s library holds thousands of backgrounds that simulate real-world placement. Your creative is matched against them and fills only the placements that fit.
Creative
AD
format: 300×600
Validation
Attention prediction, tested against data
The IAB and MRC guidelines accept predictive models when they are validated. We test the AdHeed model against eye-tracking and live campaign data.
Fig. 7 · Video · social media
Top scores, top CTR
Average CTR by score group across 130 social video campaigns.
Fig. 8 · Eye-tracking
Prediction matches the lab
Original, eye-tracking and AdHeed prediction: over 90% agreement on first-second attention.
The report
A full report and recommendations in minutes
See what a full, interactive AdHeed report looks like on a real example.