This is a recording of a talk given at the International Search Summit Barcelona 2025. “Attention is a commodity” is a sentence that we marketers hear a lot these days. And yet, when it comes to global websites with an international customer base, cultural differences in attention patterns are very rarely considered. Attention patterns affect what we see and how we engage with content and can modulate brand perception and buying behavior. Eye-tracking technologies can help us shed light on those differences and guide our efforts to reach our audience wherever they are in the world. In this talk, Giulia Panozzo from Neuroscientive provides examples of different attention patterns across cultures and how to map them for your own optimization venture. She will also explain common international pitfalls and how to avoid them when optimizing your content for different attention patterns.
