The Attention Space: A Second Look
Revisiting Research From Limited Space
In early 2025, we set out to deepen the understanding of how advertising works within the retail and leisure environment. At the time, we explored the key attention drivers across our screens and ad formats, using remote eye-tracking via a video simulation of fifteen different ad scenarios. This allowed us to compare attention times and other engagement factors, such as brand recall.
Alongside the eye-tracking, we also examined audience behaviours and perceptions of the retail experience. With a total sample of 1,050 respondents, the study provided a more quantifiable view of how attention plays out in the mall setting. It helped us understand how shoppers engaged with audio and motion in advertising and how the mall itself was perceived as an advertising environment.
Initial Findings
From the original analysis of attention metrics, we looked at both the length of fixation and the order of attention — in other words, whether an ad was likely to be seen first among competing distractions, including people, shops, and digital displays.
The findings showed that mall retail formats outperformed the high street in both attention and ad recall. Format size and the use of motion proved particularly powerful in influencing outcomes. Audio executions, while generally most effective with the intended target audience, also delivered a broader uplift by amplifying ad recall across all groups.
We also found that malls were consistently regarded as premium destinations — not only as places to shop but also as leisure environments. Advertising tested across different categories was seen as both relevant to the audience and well suited to the mall context.
A Second Look
Building on those original insights, we returned to the research to take a deeper dive into how these dynamics have evolved. This second look allowed us to explore fresh perspectives, test new variables, and uncover additional findings that add further depth to our understanding of how advertising performs in the retail and leisure space.
The Power Of Audio
Audio is an amplifier for target audience and the message
Recall rises disproportionately above attention levels, and notably higher compared with sound turned off.
Audio drives the first attention moment (+52%), enhances recall by +35% and is a more effective way of connecting especially with younger audiences and male demographics.
Higher attention due to motion; sound adds context to target audience
We saw this target audience impact notably in the difference between Kong vs Godzilla (appealed to male and young audiences (+16% in attention time)) whilst a more narrative audio experience (Traitors for BBC (+23% in attention time)) attracted more equal attention levels across all adults.
Audience Breakdowns
A break from the stats, we’ve been able to quantify these results against some basic demographic and Gen categories:
Young people – 18-35s / Gen YZ - tend to pay more attention to ads, they respond to Audio and our Orbit screens.
Older audiences - don’t respond as well to audio, but ARE more attuned to creative relevant to them.
Female audiences - also love the Panoramic format and static ads.
Male audiences - love movement, sound and large formats. They consume more of the ad formats generally.
The Mall Environment
Malls are seen as premium locations by all audience groups, a place to drive spending, and a destination location for leisure activities.
Malls are particularly seen by its audience as a premium environment, with nearly three-quarters (72%) of shoppers feeling the mall is a suitable location for premium brands, well above the number for the High Street (around half).
Young audiences see malls as even more premium than the high street (vs all adults) and are +18% more likely to definitely agree malls are a premium environment for brands.
Mall Retail formats are seen as particularly relevant for premium ad categories, like fashion, health & beauty and large household purchases.
This sits alongside findings that audiences feel 10% more positive than on the High Street, most notably around factors like being able to experience brands, being with friends and family, liking the environment and feeling comfortable and excited in the location, where they are happy to spend.
Want to see the initial findings?
We summarised the original study results in a long-form piece which can be found by clicking through on the below button. This covers the power of attention, it;s effect on recall and further insights into mall formats.
Want to discuss this further? Please feel free to get in touch if you would like to talk to us about opportunities relating to anything mentioned above or any other queries.