In this whitepaper, we explore how vertical video ads capture attention across platforms such as TikTok, Instagram and YouTube Shorts. Using eye-tracking data and simulated shopping behaviour, the study shows why attention matters, how platform environments shape ad exposure, and what this means for media impact and purchase behaviour.
“Vertical video ads have proven to be highly effective in capturing attention and prompting purchases compared to other formats.”
The ATLAS project offers valuable guidance for advertisers seeking to understand and optimize vertical video performance. By linking attention patterns to behavioural outcomes, the whitepaper highlights how stronger ad attention and branded moments can translate into greater campaign effectiveness and shopper activation.
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