London, UK – Hoopla Digital, in collaboration with Generation Media and Lumen Research, has launched a whitepaper introducing the industry’s first attention measurement model specifically designed for children’s advertising. Conducted in full compliance with GDPR-K and COPPA regulations, the study explores how children aged 8-12 engage with interactive ads, focusing on Hoopla’s playable reward ad unit, HooPLAY.
The research, conducted in two phases, provides fresh insights into children’s attention patterns. Phase 1, a quantitative study involving 750 children from the UK, found that HooPLAY ads achieved 100% viewability, capturing children’s attention for an average of 46 seconds—three times longer than standard reward ads aimed at adults. 3D ads outperformed 2D ads by 53%, while girls demonstrated higher brand recall (79%) and choice (64%) compared to boys (63% and 49%). Brand recall averaged 73%, exceeding the adult benchmark of 58%. Additionally, 77% of children described the ads as “cool,” and 75% found them “exciting.” The study also revealed that the more attention children devote to interactive ads, the greater the impact on brand favourability, as deeper engagement and emotional connections lead to more positive feelings towards the brand.
Phase 2, a qualitative study by Untangled Insight, identified five key factors driving attention: interactivity, personal connection, visual appeal, positive emotional feedback (e.g., hearts or confetti), and novelty. Children frequently replayed the ads, enjoying the interactive nature, while parents praised the skill-building potential of these ads compared to traditional formats.
Based on these insights, Hoopla Digital has created a predictive model of attention within Lumen’s ad measurement platform, LAMP, allowing the learnings to be applied to live campaigns. With this additional layer of information, advertisers can make smarter decisions about the best ways to reach young audiences in a way that drives attention and potentially lift the performance to achieve better brand and business outcomes.
“Attention optimisation has proven highly successful in the adult market, with countless studies validating its effectiveness in driving significant uplifts across core brand metrics. However, bringing this approach to the kids’ market required a different strategy. Given how diverse and often unpredictable a child’s attention span can be, we knew an adult-trained model wouldn’t be a logical fit. By partnering with Lumen Research and Generation Media, we developed a solution fully compliant with child safety regulations—creating a powerful tool that kids’ brands can use to enhance campaign performance while catering to their diverse audience groups. Early results from initial in-flight campaign tests are already demonstrating strong success, and we’re excited to continue evolving the product.” John Macbeth, CCO at Hoopla Digital.
“At Generation Media, we are committed to pioneering innovative media strategies that drive meaningful engagement. This collaboration with Hoopla Digital and Lumen Research represents a breakthrough in understanding children’s attention in advertising. By leveraging data-driven insights, we are empowering brands to create more impactful, responsible, and engaging campaigns that resonate with young audiences.” Alex Taylor-Smith, Director of Business Development at Generation Media
‘’We’re delighted to partner with Hoopla on this first attention measurement model for kids’ advertising. Understanding attention is key to effective advertising, and this study confirms that children engage with ads differently from adults. By applying eye-tracking and attention measurement techniques, we’ve demonstrated that interactive, playable formats like HooPLAY have the potential to drive very high levels of engagement, recall and deliver on key brand outcomes.’’ Mike Follet, CEO at Lumen Research
About Hoopla Digital
Hoopla Digital Kids provides bespoke digital advertising solutions focused on immersive, high-impact ad experiences for children, specialising in Playables, Mixed Reality, CGI Video, and Rich Media. For more information, visit www.hoopladigital.co.uk
About Generation Media
The world’s leading independent media specialist. Generation by Generation, we power brands to create meaningful communication strategies through data led media expertise. For more information, visit www.generationmedia.com
About Lumen Research
Lumen Research is an eye-tracking technology company that is expanding our understanding of human attention and helping brands to turn attention into action. The company initially developed patented eye-tracking technology for creative attention studies, helping advertisers understand how consumers view advertising across online and offline media. Since then, Lumen has evolved to focus on helping brands plan, buy, measure, and optimise advertising based on attention across all types of media. For more information, visit www.lumen-research.com