Attention

Elements and areas of interest

In short

Areas of interest are rectangles you draw and label on an image. Foresight does not detect elements automatically. For each area it reports its share of the creative's predicted attention and an estimated viewing time. Areas of type Face, Logo or Text get a reference value.

What it is

Areas of interest (AOIs) let you measure specific elements of an image. In the AOI tab, draw a rectangle around an element, such as a face, the logo, a headline or the product, then choose its type and give it a name. Foresight then tells you how much of the creative's predicted attention falls inside it.

Foresight does not detect elements automatically. You decide what each area contains, and the type you choose matters:

• Give it the type Face, Logo or Text and it is compared with a reference for that element type; see Element benchmarks.
• Choose Custom for anything else, such as a product or a price. It is measured in the same way, but without a reference.

The name is free text. New areas start with a name such as "Logo #1", which follows the type if you change it; a name you type yourself is kept. You can change the type later from the area's icon.

Areas are saved with the analysis and can be renamed, retyped, resized and exported.

What feeds it

The rectangle you draw and the predicted attention map of the image. If you chose a platform, you draw on the framed screen and the share is a share of the whole screen, including the interface around your creative.

How it's built

Two values per area:

• Attention share (%): the percentage of the creative's total predicted attention that falls inside the rectangle. Areas covering the whole image would add up to 100%.
• View time: an estimated viewing time that moves with the share. It adds no independent information and is not a measured dwell time.

Scale and direction

Attention shareImage

Share of the creative's predicted attention that falls inside an area you drew.

Scale

0–100%

Reading

Higher = more of the creative's attention

Higher means the area draws more predicted attention. View time is shown in seconds.

Image vs video

Images only. Areas of interest are not available for videos.

How to read it

• Within one creative, raw shares are on one scale. You can compare them directly: if the face gets 30% and the logo 5%, the face draws more predicted attention than the logo in this creative.
• Use areas to check the elements you care about: is the logo getting enough attention, or is the model's face taking it all?
• Compare versions of a creative with the same areas drawn the same way to see what a change did.

Common pitfalls

• It is a share of attention, not a share of viewers. 20% does not mean 20% of people looked at the area.
• The type decides the reference, not the name. A box around a product given the type Logo is compared with logos.
• Bigger boxes capture more. Draw tight rectangles; a loose box around an irregular shape includes background.
• Overlapping boxes each count the shared attention, so their shares can add up to more than the area they cover.
• View time is not a measured dwell time. It is the share expressed in seconds and is the same for any creative with the same share.