In today’s fast-moving digital world, customers are constantly bombarded with adverts from all angles via their phones, televisions, laptops, tablets and PCs. Any business hoping to compete in this non-stop, modern market must commit itself to engaging in a fight-on-all-fronts for a customer’s attention.
In an article for Forbes, Jon Simpson observed of this relentless plethora of visual stimuli: “Digital marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 ads each day.
In such a competitive attention economy, then, one way to ensure that your product stands out from the crowd is to increase its visual saliency. What is saliency, exactly? Put simply, the saliency of your product relates to its visibility on the physical and digital shelves. The more salient it is, the more noticeable it is. Saliency marketing is an advertising strategy that prioritizes visual saliency to ensure that your product always wins the attention of customers.
At Dragonfly AI, our predictive technology uses heatmaps to determine the visual saliency of your product’s packaging. Our heatmap illustrates exactly how successful each individual feature of your design is. We can also apply it to your in-store displays, promotional materials and video marketing. Essentially, anywhere that you expect a customer to look would certainly benefit from predictive attention heatmaps.
Paradoxically, as worldwide advertising expenditure is increasing, human attention span is simultaneously decreasing. In a post for Oracle Advertising, Jacel Booth reports: “In 2000, Microsoft conducted a study measuring how long people can focus on one thing for a specific amount of time. The results showed the average person’s attention span was 12 seconds. About 15 years later, it dropped to 8 seconds.”
So, the more competition there is, the less time you have to catch your customer’s eye. Booth continues: “A recent study from the Technical University of Denmark suggests our collective global attention span is narrowing because of the abundance of information presented to us. So much demands our attention that we can only focus on each new ‘trend’ for a short time.”
To succeed in today’s crowded marketplace, then, here are three useful ways to ensure that your product always stands out:
1. Use Dragonfly AI’s predictive heatmap to analyse your content and packaging design against that of your competitors. We provide insightful competitor analysis across the entire gamut of visual display from eCommerce in real-time to the physical shelf.
Our Chrome extension allows you to analyse eCommerce sites such as Amazon to identify what stands out most on a given web page.
Our app analyses any physical shelf to show you exactly which features of a product stand out most.
2. Use attention metrics to locate specific points of interest for a deeper analysis into consumer behaviour. To learn the most from your heatmap, you’ll need to understand the key metrics employed in its analysis. Each of these metrics gives you a different insight into your content, thereby giving you a more detailed understanding of how consumers view your content. At Dragonfly AI, we use three main metrics for analysing attention:
- Probability of Perception (PoP)
- Share of Attention (SoA)
- Location Attention Score (LAS)
PoP estimates the percentage of consumers who are likely to notice an element at first glance. PoP helps you to ensure that the most important elements of your content are seen first, whilst also ensuring that less important elements aren’t poaching that attention.
SoA estimates the percentage of attention given to each individual element of your design. It enables you to compare the relative performance of multiple elements within your content. SoA ensures that the most important elements receive the most attention. It also identifies less important areas which are attracting too much attention, allowing you to soften these elements to make them less distracting.
LAS estimates the average level of saliency for each element within your content. This shows you how much attention each area of an element is garnering. LAS is calculated by dividing each element into equal-sized squares which are then rated for saliency. The data generated through LAS helps you to assess the effectiveness of each individual element of your design.
3. Optimize your product packaging using our brand new ‘A/B/n’ testing feature from Dragonfly AI Studio 2.0 to improve the visual saliency of your product against that of your competitors.
What is A/B/n testing? A/B/n allows you to analyze up to 26 (A-Z) versions of any given design to allow you maximum insight for choosing your optimum design. For example, let’s say you need to know which photo will work best on a banner ad, our A/B/n testing allows you to upload simultaneously all of your design variations and compare them side by side. This makes it fast and painless when needing to find that perfect version that performs best based on your desired goals and objectives.
Ready to stand out against your competitors?