Time-to-discover metric

Time to Discover is how many seconds it takes for a viewer to first notice an area of the creative. It is shown per area of interest, so a region needs to be marked before the value is available. See Area of Interest (AOI) setup on creatives.

HOW TO READ IT

Time to Discover measures how quickly an element is found, and it is the value that tells you the order elements are reached in. A low value means the element is noticed early. A high value means it is noticed after other parts of the creative.

READ IT WITH ATTENTION

Attention measures the share of viewing time an element holds once it has been noticed. Time to Discover measures how long it took to get there. The combination tells you what to change.

An element found quickly and holding a high share of attention is working. An element found quickly but holding little attention points to the element itself, since its position is not the problem. An element holding attention well but taking several seconds to find points to where it sits in the layout, and moving it is usually a smaller change than redesigning it.

READ IT AGAINST THE REAL EXPOSURE

Time to Discover only means something against the time a viewer will actually spend with the creative.

On a display ad, a social post or a roadside poster, a CTA that takes four seconds to find will not be found, because the viewer has moved on before then. On a creative that holds the viewer longer, the same value may be acceptable.