Research Reveals Importance of Balancing Active and Passive Attention in Marketing

HOLLYWOOD, June 4, 2024, (V SOCIAL MEDIA OF HOLLYWOOD) - In a recent study conducted by Amplified Intelligence, a company founded by media science researcher Dr. Karen Nelson-Field, findings suggest that successful marketing strategies should balance both Active and Passive Attention to optimize results. The study utilized advanced techniques such as eye tracking and device usage to measure how people engage with information.

Stacy Malone, VP of Global Business Marketing at Pinterest, highlighted the growing complexity of capturing consumer attention in an increasingly distracted world. "Brands often believe that breaking through the noise means being the loudest in the room. But modern marketers already know: Attention is more complex than you might think," Malone said.

The study identified Total Attention as a crucial metric, which combines Active and Passive Attention. Active Attention involves conscious focus, often driven by high-impact digital sponsorships or major TV moments. Conversely, Passive Attention is more subconscious, such as listening to background music while performing other activities. Both types of attention were found to be significant in driving marketing outcomes.

A key finding from the research is the efficiency of Passive Attention tactics. While Active Attention strategies tend to be more expensive, Passive Attention techniques proved to be more cost-effective. The study found that media plans targeting Passive Attention drove 6.7 times more attentive seconds per dollar spent compared to those focusing on Active Attention.

Malone emphasized the importance of incorporating both types of attention into marketing strategies. "People shift between Active and Passive Attention modes all day, without even realizing it. So rather than choosing an approach that captures one type of attention, build a strategy that plans for both," she explained.

The study also revealed that Pinterest performed exceptionally well in capturing Total Attention. Ads on Pinterest delivered 170% more Total Attention and 7.3 times more Passive Attention compared to other platforms. Additionally, users on Pinterest scrolled past ads 1.5 times more slowly than on other platforms, contributing to higher engagement.

According to Malone, the positive user experience on Pinterest plays a significant role in these outcomes. "We want people to feel good on our platform, so we’ve created a place that inspires people to take action in their own lives. And when they come to Pinterest, they’re taking their time," she said.

The research highlights practical strategies for advertisers to enhance attention on Pinterest, such as placing ads in relevant contexts and creating emotionally engaging content. Ads shown in a relevant context increased Active Attention by 60%, and ads with high levels of happiness and surprise drove more attentive seconds.

For marketers aiming to maximize their media plans, understanding and leveraging Total Attention can provide a competitive edge. As the industry moves towards standardizing attention metrics, these insights offer valuable guidance for creating more effective marketing strategies.

For more information, read the full study here.

Source: Pinterest