The framework, part of Kantar’s creative testing portfolio, will help researchers capture viewers’ attention on a second-by-second basis and provide a summary of the advert’s performance.

Other features include tracing where attention was retained and lost during the advert and comparison to industry norms, based on Kantar’s advertising database.

The facial coding technology includes gaze monitoring components covering both active and passive attention.

Kantar has added digital advertising testing to its LINK+ platform on Kantar Marketplace, with LINK+ integrating Kantar’s creative testing tools into one platform.

Ted Prince, chief product officer at Kantar, said: “The race for attention is one of the defining challenges of our time for modern marketers.

“With digital ad spend continuing to rise, it is key that marketers understand how their creative will perform in digital channels – the era of repurposing a TV ad and hoping for the best is over.”