Attention

Fogmap

In short

The fogmap is the reverse view of the heatmap. Areas predicted to receive attention stay clear; the rest fades to white. Use it to check at a glance whether your message, product and brand stay visible.

What it shows

The fogmap covers your creative with a white fog. Where predicted attention is high, the fog is clear and the creative shows through; where it is low, the creative fades to white. It is the reverse view of the heatmap.

What feeds it

The same predicted attention map as the heatmap. If you chose a platform, it is drawn on your creative inside that platform's screen.

How it's built

The thickness of the fog at each point follows the predicted attention at that point: the more attention, the clearer the view. Like the heatmap, it is relative to the creative's own strongest point.

Scale and direction

No numeric scale. Clearer means more predicted attention. The fogmap has no benchmark.

Image vs video

Available for both. For videos it is a fogmap video, frame by frame.

How to read it

Imagine a viewer glancing at your creative. What is left clear is what they are likely to take in. If the logo, product or call to action disappears into the fog, it is unlikely to be noticed on a quick look.

Common pitfalls

• The fogmap fades; it does not blur. It is not a model of eyesight or legibility. A faded element is less likely to be looked at, not unreadable.
• Do not compare fog levels across creatives. Like the heatmap, each fogmap is relative to its own creative.