Active attention
Eyes directly on the ad, mission accomplished.
Passive attention
The ad is on-screen but focus is elsewhere, some potential, but limited impact.
Non attention
The ad plays, but no one's watching, money wasted.
In a world where ads compete for fleeting moments of consumer focus, traditional media metrics simply don’t cut it. Viewability doesn’t guarantee impact, impressions don’t equal influence, and clicks don’t confirm engagement. It’s time to move beyond outdated benchmarks and measure what truly matters, real human attention.
Advertising only works when people actually pay attention. Without it, your media spend is just noise. Attention is the key to better recall, stronger brand consideration, and higher ROI, but not all attention is created equal.
At Amplified, we break attention down into three measurable categories:
Forget vanity metrics. Amplified Intelligence uses human-first, real-world attention data collected through eye-tracking technology and machine learning models to give advertisers a sub-second view of audience engagement.
Here’s how we capture and quantify attention:
Real people, real environments, real distractions. Because controlled lab studies don’t reflect reality.
Attention insights across TV, CTV, social, display, OOH, and audio to compare impact across platforms.
Scaled data processing to uncover patterns, performance trends, and actionable insights at speed.
Plan smarter by predicting how your ad will perform before a single dollar is spent.
Because let’s face it: advertising is tough enough without wasting money on ads people scroll past.
Know which platforms, placements, and formats deliver real engagement.
Test, tweak, and refine before you launch to maximise performance.
Track human attention, not just views, ensuring ad spend goes where it works.
Attention-powered campaigns lead to higher recall, more conversions, and increased brand growth.
The advertising industry is shifting. MRC standards for attention measurement are coming. Advertisers are demanding better accountability. The time to act is now.
Amplified gives brands, agencies, and platforms the tools to plan, test, and measure advertising with precision. Because without attention, your ads don’t stand a chance.
Why not try our Ad Spend Calculator to find out just how much of your ad dollars are being lost to the ether?
Enter your monthly ad spend and planned reach to be provided with a calculation of its effectiveness based on human attention methodology.
Ads that receive a min. of 2 seconds active
attention
Ads that receive under 2 seconds of active
attention
Ads that receive no attention or are not-viewed at
all
Total monthly ad spend that is wasted or
ineffective
Monthly impressions planned for that receive no human
attention
The amount of reach you’ve planned for that captures
human attention
Optimised their media mix with attention in media planning, leading to a 35% increase in campaign attention and a 9% uplift in their Distinctive Brand Asset Score.
Conducted a global-first OOH attention study with Amplified, uncovering insights that helped optimise placements and improve impact across digital and static formats.
Embedded attention into their media strategy, resulting in +10.3% ad recall for Lotto and +20.6% for Set For Life, while competitors saw a -6.3% decline.
Integrated Amplified’s API into their planning tools, making media spend 11% more effective in just two weeks, equating to an estimated $2.5M in annual savings.
Attention isn’t just a theoretical metric, it’s a proven driver of brand growth, campaign performance, and bottom-line impact. Brands, agencies, and platforms that integrate attention measurement into their strategy see real, measurable gains.
Let’s be honest, every impression that doesn’t capture real human attention is money wasted. If your ad is playing in the background, skipped, or ignored entirely, it’s not driving brand growth, recall, or conversions. Attention metrics provide the missing link, giving advertisers the clarity they need to:
Ads that secure active attention are proven to drive higher recall and purchase intent, meaning more impact for every media dollar spent
Know where, when, and how your audience truly engages, so you can cut wasted spend and maximise efficiency
Performance marketers leveraging attention data see increased CPC efficiency, higher conversion rates, and improved ROAS.
Advertising isn’t just about being seen — it’s about creating lasting impact. At Amplified, we measure real human engagement by capturing both attention and emotion in real-world settings. 👁️ Attention shows what people focus on and for how long. 😯 Emotion reveals how they feel. Together, they offer a true measure of ad effectiveness — beyond basic metrics like clicks and views.
When it comes to attention measurement, not all vendors are created equal. Amplified is the global leader, setting the gold standard for accuracy, scale, and real-world application.
Our attention models are built from human-first, privacy-safe data, collected through rigorous research, not inferred from proxies
Our methodology achieves 95% accuracy, compared to competitors sitting around 70%
Attention intelligence for TV, CTV, social, display, OOH, and audio, with both SaaS products and API integrations that plug directly into your media planning
From creative testing to campaign planning and in-flight measurement, we provide the full attention ecosystem, not just isolated data points
We work with top-tier advertisers, agencies, and platforms, including Google, Meta, Omnicom, Publicis, QMS and Pinterest, just to name a few (shameless name drops), ensuring that attention insights are shaping the future of media.
Amplified isn’t just another vendor, we’re leading the charge in attention measurement. While others are still catching up, we’re defining the future of advertising effectiveness. It’s not arrogance, it’s a fact 💪
Let’s be real, if you’re still relying on outdated metrics, you’re flying blind. Clicks don’t mean connection. Viewability doesn’t guarantee impact. And "opportunity to see" is just a fancy way of saying maybe someone saw it, maybe they didn’t.
Meanwhile, your competitors are already optimising for attention, cutting wasted spend, and driving better results. So the question is - are you in, or are you watching from the sidelines?
It’s time to stop hoping and start knowing. Get in touch, and let’s turn your media into something that actually works.
