Attention, please: Unlock the potential of Total Attention

To dig deeper, Amplified Intelligence studied how consumer attention patterns impact marketing results and discovered that in today’s changing media landscape, the way we think about success has to change, too. There are actually multiple kinds of attention—and optimizing for loudness alone can leave value on the table.

Understand the difference between Active and Passive Attention 

Amplified Intelligence used advanced techniques like eye tracking and device usage to measure how people consume information. In the study, a metric called Total Attention proved paramount. Total Attention combines the two main ways people engage with information around them: Active Attention and Passive Attention.

You’re probably more familiar with Active Attention, since it’s more commonly discussed. Active Attention is conscious focus, produced by tactics like big TV moments or high-impact digital sponsorships. But the study showed that Passive Attention is equally important. Passive Attention is more subconscious, like someone listening to background music while doing another activity. From a marketing perspective, passive tactics aren’t quite as obvious, but they can still drive meaningful outcomes. 

For brands, there’s a constant cycle of introduction and reintroduction as people come across your messages and products over time. Active Attention strategies help you break through, because they literally can’t be ignored. They provide that spark of awareness, teaching people something they didn’t know. Meanwhile, Passive Attention tools are constant reminders. They reinforce something that’s already been learned and keep your brand top of mind during the broader decision-making process. 

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. 

Key takeaway

People are constantly switching between two types of attention: active and passive. Accounting for both modes helps make your media plans stronger. 

Plan for both kinds of attention

Amplified Intelligence’s study also analyzed the impact of passive and active marketing tactics on campaign outcomes. Both types of tactics proved meaningful in driving actions like site traffic, but their dynamics were slightly different. 

While active strategies were more expensive, Passive Attention techniques were more efficient. The study looked at a metric called “attentive seconds per dollar,” or the amount of seconds people paid attention to a particular ad for each dollar spent. Ultimately, media plans targeting Passive Attention drove 6.7x more attentive seconds per dollar, compared to strategies targeting Active Attention.¹

That efficiency helps make your media strategy more robust. Ideally, you’d capture both kinds of attention on a single platform and achieve synergy between the two modes. 

Key takeaway

Think about the interplay between how attention strategies impact both your audience and your budget. Aiming for Total Attention helps make your media strategy and dollars work harder. 

What attention looks like on Pinterest 

Amplified Intelligence’s research compared outcomes across platforms to see how Total Attention comes to life. We were excited to see that across the platforms studied, Pinterest drove 170% more Total Attention compared to other platforms.²

Passive Attention plays a big part in this, with Pinterest ads delivering 7.3x more Passive Attention than other platforms in the study.³ A big reason for this is quite simply that people enjoy our content.⁴ And that’s by design. 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, scrolling 1.5x slower past ads on Pinterest, compared to people on other platforms.⁵

Act on the insights 

Attention amplifiers are levers that help increase the attention a specific ad receives. In the study, advertisers that leveraged attention amplifiers nearly tripled the attention they achieved for their ads on Pinterest, compared to brands that didn’t use these tips.⁶ Here are two amplifiers you can start using on Pinterest today to boost attention and deliver positive outcomes for your brand.

Put your content in context 

When ads are in a relevant context—like showing a handbag ad among fashion content—Active Attention has been shown to increase by 60%.⁷ That’s because when people are in the right frame of mind, they’re less likely to be distracted. No matter which platform you’re using, optimize for ad placements that best suit your product or service. On Pinterest, this type of contextual targeting is built right in, and can be further refined through interest and keyword targeting.  

Make your creative (and customers) happy

Ads that produce stronger emotional responses can amplify attention by 50%.⁸ And specifically, happy creative means more attention. In the study, ads with a high concentration of happiness and surprise drove more total attentive seconds than ads with a low concentration of happiness and surprise.⁹

If you take one thing with you today, remember: There’s power in Passive Attention. Make sure your team is planning for a holistic attention strategy, with tactics that speak to both Passive and Active Attention. One day the industry will standardize on an attention metric—but in the meantime, understanding Total Attention is your competitive advantage.