Attention isn’t just about what’s seen—it’s about what sticks. Aryel’s new Attention Time and Attention Quality metrics go beyond surface-level views to uncover the true depth of user engagement.

By diving deep into user behavior, these tools help brands understand not just who’s watching but who’s genuinely connecting. After all, not all attention is created equal. That fleeting glance? It’s not enough. What matters is sustained, intentional engagement—the kind that drives purchase intent and builds lasting brand loyalty.

Rooted in cognitive science, Aryel’s Attention Metrics are designed to measure this meaningful engagement with precision.

“We wanted to create metrics that cut through the noise and capture what’s real,” explains Amira Di Costanzo, Marketing & Growth Director at Aryel. “These tools don’t just show the impact of attention—they empower brands to optimize it, delivering stronger purchase intent, increased brand preference, and more effective campaigns.”

With Aryel, attention isn’t just tracked—it’s transformed into results.

Meet the metrics

Aryel’s Attention Time and Attention Quality metrics do more than measure engagement—they provide actionable insights that fuel both creative and media optimization, driving real impact on brand perception and sales outcomes.

• Attention Time: Tracks how long users actively engage with your ad, moving beyond superficial exposure.
• Attention Quality: Combines interaction depth (like clicks, zooms, and other purposeful actions) with duration to measure how deeply your ad resonated.

These insights go beyond clicks and impressions, helping brands understand how their ads are connecting—and why.

Turning insights into impact

To truly harness the power of attention metrics, brands must use them to drive meaningful business outcomes, whether focused on strengthening brand perception or boosting sales performance. By bridging creative and media strategies, Aryel’s metrics enable data-driven optimization at every level of a campaign.

On the creative side, these metrics pinpoint which elements of an ad resonate most, whether it’s visuals, messaging, or interactive features. By analyzing sustained attention and interaction depth, brands can refine designs and emphasize the aspects that spark curiosity, creating ads that not only capture attention but sustain it.

On the media side, Aryel’s metrics guide smarter ad placement by identifying environments that naturally enhance engagement, pinpointing high-performing platforms, and ensuring contextual alignment. This strategic use of attention data ensures ad budgets are invested where they’ll deliver the greatest impact.

Most importantly, these insights connect attention to tangible results—showing how engagement correlates with purchase intent, brand preference, and overall effectiveness—allowing brands to transform fleeting attention into meaningful connections and measurable business outcomes.

A 360° view of Attention

Aryel’s Attention Metrics are powered by a multimodal framework that blends three types of data:

• Exposure: Measures the basics—like viewability and time-in-view—to ensure your ad is seen.
• Context: Digs deeper, analyzing the environment where your ad lives. Factors like ad density, device type, and share of screen are all accounted for.
• Response: Captures direct interactions (think clicks and zooms) to gauge the depth of engagement.

This trifecta creates a complete picture of user attention, helping brands zero in on what works—and what doesn’t.

Designed for real results

Aryel’s immersive ad formats are built for high-quality engagement, and these metrics take things to the next level. By integrating interaction-based data, Aryel empowers brands to turn fleeting moments into meaningful connections.

Early tests? A hit. Results show significant lifts in key metrics like purchase intent and brand preference. And this is just the beginning. 

“The initial tests of our Attention Metrics have shown excellent results, with a significant impact on brand KPIs, demonstrating the potential of these metrics to transform attention into tangible business outcomes. We are ready to scale their implementation, and at the same time, we are starting the accreditation process with the Media Rating Council to actively contribute to the development of industry-required standards for Attention Measurement.” — Mattia Salvi, CEO and Co-founder of Aryel.

What’s next?

Right now, Attention Metrics are exclusive to campaigns running with Aryel’s technology, but they’ll soon be available as a standalone solution. That means brands will be able to integrate these insights into their broader media and creative strategies—no strings attached.

To celebrate the launch, Aryel INNOV8 is hosting a roundtable in Milan with industry leaders to discuss the future of attention measurement. Missed the London event earlier this year? Don’t worry—this one’s set to be even bigger.

Ready to see how it works? Dive into a world where attention isn’t just counted—it’s understood.

The future of advertising just got a whole lot sharper.