There is more to audience measurement than meets the eye and the industry has known for a while that a shake-up was on the cards. Enter stage left – attention measurement in advertising. A human centred measurement that can bypass walled gardens and remain resilient in the face of rapid platform and device change. Why? Well, because it looks at what the human is doing. Y’know the human who decides how to spend their dollars.

Every groundswell brings new players, which is great. But it also brings uncertainty. New vendors quickly flood into the category before any clear way to discern between them has been set. 

Some will be measuring attention, some will be measuring advanced viewability dressed up as attention, but no-one will be measuring human attention the way we do. Because it’s not just what we deliver, it’s why and how we deliver it.

Why we measure

We keep banging on about this, but the advertising ecosystem is broken. The impressions currency is failing. Metrics supplied by big publishers are both opaque and non-transparent. Advertisers don’t know the value of one platform over the other. Yet they blindly pay the same price for an ad impression. 

How we measure

Amplified Intelligence invites people to participate in data collection via panel providers who engage a nationally representative cross-section of the population to participate in the study. 

Participants will download our app, which allows us (with full permission) to film their faces and track their gaze while they view their Instagram, Facebook, Twitter feed or watch YouTube, BVOD or TV. We intercept the ad load with the same ads across the viewing session. Once they have finished viewing they are directed to a product choice survey. When all steps are complete, the gaze tracking app is made redundant. It does not scrape any personal data. The facial footage is then parsed through our proprietary gaze models.

What we measure

The output is an incredibly granular measure of attention. At this level of granularity we can divide our attention measure into 3 levels:

  • Active Attention – looking directly at the ad
  • Passive Attention – eyes nearby, but not looking directly at the ad
  • Non-Attention – face not detected or, for television, not in the room.

We also collect a range of device metrics, including: spatial clutter (ad screen coverage), viewability (pixels, duration) and sound (on/off), to name a few.

The way we measure

Most secret sauce recipes are more than just a list of ingredients. They are special because of the way they are put together. 

For Amplified Intelligence attention, the principles that underpin each innovation, each decision, each problem solving session and each victory are deep and interconnected. This creates a bit of an attention secret sauce.

There are 9 basic principles that underpin how Amplified™ Attention is measured.

Amplified™ Attention – 9 Principles Grid

1. Rigorous

Amplified Attention uses deep academic foundations to inform our innovative methodology, collection and analysis. Hypotheses are tested over and over. If sample size isn’t reached by deadline, collection is extended. Variables are isolated and findings are generalisable across conditions and countries. We control for creative so that we can talk specifically about the functionality of platform viewing environments. 

Why does it matter to you? When you are using a metric to inform your decisions, you need to know that the measure is reliable and it works. Science is good like that.

2. Accurate

Amplified Attention is based on best-in-world gaze collection using a custom neural network trained on our own datasets and tested against world-class benchmarks. Error rates are tracked and tested, and accepted mathematical methods are used to account for model error over time. With continuous gaze capability, requiring no calibration, we see no reduction in accuracy over a longer viewing session. 

Why does it matter to you? Truly reliable and applicable insights require the skilful interpretation of accurate data. Our tech is designed to remain accurate while the mobile device is used exactly how a mobile would be used – on the bus, at the park, walking along.

3. Granular

Amplified Attention is delivered by a gaze model that calculates sub-second-by-second levels of attention, closely matching natural viewing. We can train and use the machine learning model and analysis framework to identify non-attention, passive attention and active attention – on mobile and television.

Why does it matter to you? Closely measuring natural viewing offers the opportunity to study a Real Human View rather than an Opportunity To See. At this level of granularity, we can offer insights right down to ad level.

4. Inquiring

Without inquiring minds there are no solutions. Why is media traded on unfair and inequitable measures? Why accept proxy measures and methods when we should be attempting to replicate reality? Why use human minds and technology exclusively when they can learn so much from each other? Amplified Intelligence was created by challenging the norm, we won’t stop now.

Why does it matter to you? Advertising dollars are being wasted. Why accept the advertising status quo without looking for new human-centred metrics that will offer increased transparency, stable insight and better ROI.

5. Pioneering

Amplified Attention is based on a fundamental belief that there must be a new way to measure human interaction with advertising. A measure that identifies what the human is doing rather than the device. We like to push, test, break and develop. We like it out on the edge.

Why does it matter to you? You probably feel the same way. If you are looking for a competitive edge in a disrupting advertising landscape, it’s handy to have a pioneer to do the heavy lifting for you. 

6. Applicable

Amplified Attention is a scalable and incredibly deep collection of attention data that feeds attention products to help bridge the gap between academic understanding and industry application. Our goal is to make attention data easy to use across many markets to pave the way for new media trading models.

Why does it matter to you? It helps you change the way you plan, trade and verify media without having to reinvent your own wheels. Ultimately, easy application leads to greater uptake by brands and improved optimisation of advertising spend.

7. Fair

Amplified Attention is designed to promote fairness in media trading through transparent cross-platform metrics that quantify the true value of advertising as it is viewed by humans. We work carefully to ensure that different modes of media are treated fairly in cross-platform multi-device research. We know that fair and equitable do not mean ‘the same” so we moderate our methodology accordingly.

Why does it matter to you? The closer we can get to a true measure of value for media, the clearer and easier it is for you to plan, buy and verify quality and effective advertising. It’s actually that simple. 

8. Authentic

Amplified Attention is a measure of a Verified Human View (the ad was seen by a human) rather than an Opportunity To See (the ad was served). Our collection is designed to be as authentic as possible, conducted in real-life environments with their own device and normal interruptions, while still controlling for variables.

Why does it matter to you? It matters mostly if you are human. Our contribution to attention metrics in advertising is about humans and will be used by humans. The closer to real-life the data is, the more valuable it is for you.

9. Independent

Amplified Attention metrics have been built to increase transparency in the advertising ecosystem and get behind the walled gardens. They are not designed to play ‘winners and losers’ between platforms. Our products are performance tools that help you chase quality and optimise your media spend. We deliver honest insights regardless of client and industry expectations.

Why does it matter to you? You can truly trust the insights we share with you. If the data shows great news, then smiles all round. If the data shows bad news, we advise on solutions to help you improve the amount of attention you get or give.

If you’re shopping for attention metrics there is a lot to consider. This gives you a better idea of how we provide gold standard attention metrics to provide the best and most honest value for you and your clients.