Video Attention Study 2025: Dailymotion × Lumen Research Eye‑Tracking Meta‑Analysis

Video Attention 2025: What Really Moves the Needle

Viewable isn’t the same as viewed. In fragmented feeds, attention is the scarce currency that turns exposures into outcomes. Together with Lumen Research, we examined how real people watch video ads across markets and formats, and what that means for planners.

This article shares directional takeaways. For the full results, thresholds, and per‑market benchmarks, download the whitepaper.

• Download the whitepaper (PDF): The Power of Attention — How Video Formats Drive Brand Outcomes
• Watch the highlights playlist on the Dailymotion Advertising channel

60‑Second Summary

• Enriched, sound‑on formats consistently earn more attentive time and stronger brand response.
• Younger audiences process messages faster: optimize for early hooks and clarity.
• Premium, in‑stream environments lift attention to advertising; “viewable” ≠ viewed.

Want the exact deltas, market splits, and the planner’s checklist? Get the PDF.

Does sound really lift attention?

Short answer: yes. Sound‑on environments consistently raise attentive time and improve message–brand association. When people can hear, they notice and remember more.

What to do now:

• Plan for sound‑on where the context supports it (premium in‑stream, CTV).
• Front‑load branding and audio cues in the opening seconds.

See the whitepaper for the full audio analysis, recall impact ranges, and placement guidance.

Are younger audiences just skippers?

Younger audiences often spend less total time on ads but extract the message faster. That changes which KPIs you should prioritize.

What to do now:

• Design for fast takeout (2–5 seconds) with mobile‑first storytelling.
• Tailor KPIs by age; completion rate isn’t always the north star for 18–34.

The whitepaper includes the audience efficiency findings, consideration impact, and creative examples by age group.

Is viewability enough?

Attention is a better leading indicator of brand outcomes than raw view rates: viewable ≠ viewed. Ads can be on‑screen without being processed.

What to do now:

• Favor high‑quality, in‑stream contexts that keep users engaged with content.
• Combine premium inventory with enriched creative to compound attention.

Get the PDF for attention benchmarks by placement type and an explainer on APM (Attentive Seconds per Thousand Impressions) you can apply in planning.

What you’ll get in the full study (PDF)

• Per‑market results (France, UK, Spain) and attention benchmarks
• Audio impact analysis: where sound‑on drives the biggest gains
• Audience cuts (18–34 vs 35+) with KPI and creative guidance
• Industry spotlight + detailed case study with full metrics
• The Attention Planner’s Checklist (printable)
• Methodology and definitions, including APM and brand‑lift measures

A note on method

We partnered with Lumen Research to observe real user behavior and link attentive time to brand outcomes. The whitepaper details the study design, sample, markets, and survey approach so you can evaluate and reuse the learnings in your planning.

Ready to apply attention in your next plan? Get the thresholds, examples, and checklists in the full whitepaper.