Amplified Intelligence unveils PepsiCo Europe partnership alongside latest research takeaways: revealing how brand size impacts advertising gains and examining ad effectiveness across biggest social media platforms
Adelaide, Sydney, London & New York, 7th November 2023: Amplified Intelligence, the most trusted source for accurate attention measurement, has announced its new partnership with PepsiCo Europe and shared joint research results: revealing that short-term uplift is harder won for larger brands and only 42% of all eyes-on-brand moments during ads in the test were actively viewed, highlighting the need for in-depth attention data to steer better advertising strategy.
The partnership brings Amplified Intelligence’s unique human-first data collection approach to Poland: its sixteenth global market. It also signifies Pepsi’s first step in a long-term plan to adopt attention-led metrics that help pinpoint how real audiences interact with ads and lead to outcomes, and reduce reliance on imprecise proxies; with granular insight guiding more impactful campaigns.
By gathering data from over 1,000 individuals and more than 2,300 ads, the study analysed active, passive and non-attention by the second and how often audiences moved between different types of attention. Amplified Intelligence’s smart eye-tracking and facial detection technology collected data across four live social platforms, with ad effectiveness gauged by assessing the behaviour of participating users in a virtual store, versus a group that hadn’t seen the ads.
Early results from multi-campaign testing have provided rich insights around ad performance for PepsiCo Europe, as well as broader trends. Key takeaways include:
Brand size plays a significant role in the relationship between attention and outcomes:
While small and large brands both see increases in short-term brand choice per active and passive attention second, the size of the brand affects the value of each to outcomes. In this study, smaller players saw four times more uplift than their larger counterparts per active attention second, while big brands received significantly more value per passive attention second than small brands. This quantifies that existing brand salience can play a role in the type of attention required from a consumer to nudge a sale.
Eyes-on-ad attention is vital to outcomes:
In all studies Amplified Intelligence considers eyes-on-brand attention, a metric that refers to calculating active attention to the precise moment the brand is present, such as displaying logos or products. This metric is one of the most significantly related to outcomes.
In this study, while Pepsi performed well with the frequency and entry timing of branding better than typical creative across all ads in the study, only 42% of branded moments were seen actively, suggesting that full immersion at key branded moments is generally low. This is even more problematic for brands advertising on fast-scrolling platforms, where not only will fewer branded moments be seen actively due to distraction, but the percentage of those who do eyeball the brand in later moments in the ad is extremely low.
“This research is another leap forward in proving why accurate and deep understanding of human attention is critical, noting that how humans view – not simply how long they view or the probability of viewing – is extremely important to outcomes.” comments Karen Nelson-Field, Founder and CEO of Amplified Intelligence. “Pepsi is one of the major forces striving to ensure its decisions are informed by granular attention data and we’re proud to be working together. These insights around the impact of brand size and the precious nature of branded moments will not only help Pepsi develop smarter strategies, but may also serve as a station base for broader organisations looking to enhance their online ads using more reliable performance metrics.”
Marina Lokteva, Media Strategy Lead, PepsiCo Europe: “We’re determined to break free from traditional digital media measurement. As part of this study, we wanted to look beyond simply assessing ‘why social platforms work best’ and dig into the finer details that have implications for our whole advertising approach: particularly exploring how current market share and brand placement affect campaign outcomes. The resulting data has more than met our expectations.”
Anna Dzierzędzka, Media & TCP Director, CE PepsiCo adds: ”This work provides a valuable window into real human attention, and has set us on the right path to truly understanding audience interaction and how different patterns impact advertising effectiveness. We look forward to putting insights into action as part of our ongoing partnership.”
About Amplified Intelligence
Amplified Intelligence is a global leader in the research and measurement of online human attention – the most valuable and important indicator of ad success. The company’s pioneering AI-powered technology, world-leading research and easy-to-use media planning platform help brands and agencies run more efficient, impactful, and successful ad campaigns. The company won “Most Effective Use of AI Machine Learning” at The Drum Awards for Digital Industries 2022 for its development of human attention metrics.
Founded in Adelaide, Australia, in 2017 by Dr Karen Nelson Field – a globally acclaimed author and media science pioneer – the company’s mission is to revolutionise the way media is traded to focus on attention, making it fairer and more accountable. Customers include Dentsu, IPG, OMG, Publicis, WPP, Deutsche Telekom, Mars, Meta, PepsiCo, Shell, Spotify, Yahoo.
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $86 billion in net revenue in 2022, driven by a complementary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on Twitter, Instagram, Facebook, and LinkedIn @PepsiCo.