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How to interpret video testing results?
Before analyzing your video testing results, it’s essential to define the objective of your video ad. Is the goal to highlight the brand, showcase a product, convey a specific value, or achieve something else? Depending on your objective, the focus should be on different elements within the video. For example, if the main purpose is to reinforce brand awareness, it’s crucial to assess how much attention the brand logo receives when visible. If the goal is to introduce a product, you should examine the level of attention given to the product image or its unique selling proposition.
Next, identify the key segments of the video ad, such as when the brand or product appears, and determine whether the viewer’s attention aligns with your expectations. In the Focus Map view, you can evaluate whether the most critical elements are fully visible, partially visible, or overshadowed by other objects. You can then assess the intensity of attention on these key areas using the Heatmap view.
When analyzing text elements, the Percentage of Attention metric (number within a designated box) indicates the proportion of viewer attention directed to that specific area at a given moment.
Since we assume that the viewer’s total attention is spread across the entire frame, this percentage reflects how much of that focus is concentrated on the Area of Interest (AOI). Currently, AOI boxes apply to text objects only, but we are actively developing object detection capabilities to expand this feature to other elements.
Additionally, you can check the Focus Score for a specific frame by hovering over the tracking dot in the Focus Score Graph (see image below).
This metric reveals whether attention is concentrated or dispersed in that frame, while the heatmap provides a visual representation of where that attention is directed. If the Focus Score is low and the heatmap shows multiple hotspots in less relevant areas, adjustments may be necessary to optimize attention distribution.
Lastly, metrics like Focus Consistency provide an overall assessment of focus quality throughout the video. If the Focus Consistency is labeled as ‘Unstable’ or ‘Highly Unstable,’ it’s advisable to inspect segments where the Focus Score experiences significant drops. Are these declines occurring during the most crucial moments of the video? Why does attention become scattered so abruptly? Is this acceptable, or should you make adjustments to minimize distractions and enhance viewer engagement?
