39 ads tested for active attention as part of Effie Effectiveness Awards Australia 2022.
Outcome: Highly effective campaigns had 56% more active attention that drove ESOV gains.
Campaigns that ran on higher attention platforms reported a 74% increase in the number of very large business effects achieved after the campaign ran (i.e. profitability, customer acquisition etc). Plus ESOV was reported as being much higher for the campaigns weighted towards the higher-attention platforms.
So spending more budget, relative to your markets hare, only works if the platforms you choose are attention optimised.
This is because these campaigns deemed ‘highly effective’ for business effects, had 56% more active attention than campaigns rates as ‘low effective’.
How attention can help you
Reduce ad spend wastage, streamline your campaign’s time to market and improve the effectiveness of your advertising performance, all the while empowering your teams with more meaningful data to make the right decisions time and again.
In the media buying space change is necessary, and accountability is a positive. We believe that attention metrics help highlight quality audience reach, and a truer return on your investment.
What we can help you track
Other Customer Success Stories
In 2022 Omnicom Media Group were the first in the world to ingest Amplified data into their planning tools via API.
Attention-informed planning made clients’ total media spend between 3% and 11% more effective.
Cars24 launched in Australia early 2021 taking on major competitors in the fast-growing online car sales category.
Optimising by active attention, they not only saw how the channel mix changes but they publicly reported ‘seismic’ shifts in outcomes.
Understand how people are viewing your advertising.
Test your branded creative and messaging using real human attention in real environments. Ethical collection of human attention to advertising through GDPR compliant triple opt-in panels. Machine-learning models designed to create true omnichannel measurement and true comparison across environments, devices and formats.
Plan your next campaign with the world’s most accurate and rich attention-based media planning tool.
Predict the amount of human attention your channel mix will attract and plan every detail of your campaign to increase the long-term lift of your brand. Use attentionPLAN® as a standalone web tool, or integrate it into existing systems through our advanced API offering.
Using real human attention for in-flight campaign optimisation.
Attach an attentionPROVE® tag when you purchase your media to unlock valuable attention insights. Replace performance assumptions with a complete view of audience viewing behaviours, fuel instant optimisation by knowing which ad creatives, messages, and environments generate the highest quality attention.