The Challenge:
Optimising Media Spend for Real Impact
An Post, Ireland’s national postal service, wanted to ensure their media investments were driving real business outcomes rather than just meeting traditional media KPIs. While their campaigns were delivering impressions, the team sought deeper insights into how much real human attention their ads were capturing, and whether they were investing in the right channels to drive action.
With ambitious annual stretch targets in place, An Post needed a way to evaluate their media mix through the lens of actual audience engagement to ensure every euro spent was working harder toward conversions.
The Solution:
Measuring Attention with Amplified
To gain a clearer picture of how their ads were performing in real-world environments, An Post partnered with Amplified to utilise their a cutting-edge attention measurement research to track real human engagement with advertising across different platforms, formats, and placements.
By running a bespoke research study, An Post was able to:
- Capture second-by-second human attention data across multiple media channels
- Benchmark attention performance to identify high- and low-performing placements
- Understand the impact of attention on conversions beyond traditional media metrics
- Pinpoint wasted spend on low-attention channels and optimise investment accordingly
These insights provided unmatched visibility into which channels and placements were truly driving engagement, allowing An Post to fine-tune their media strategy based on real consumer behaviour rather than assumptions.
The Execution:
Rebalancing Media Investment Based on Attention Insights
With attention data in hand, An Post made strategic shifts in their media mix to prioritise high-attention environments and reduce investment in lower-performing placements.
Key optimisations included:
- Reallocating budget toward platforms and formats with higher active attention
- Refining creative placement strategies to maximise engagement in high-performing environments
- Minimising spend on placements where attention data showed weak engagement
By aligning media investment with real human attention, An Post ensured that their ads weren’t just seen, they were actually absorbed, remembered, and acted upon.
The Outcome:
Surpassing Business Targets Ahead of Schedule
The shift in channel strategy and budget allocation had an immediate and measurable impact on campaign performance.
- An Post achieved their annual stretch targets four months ahead of schedule, demonstrating that attention-led media planning directly contributed to accelerated business success.
- Cost-per-acquisition (CPA) outperformed expectations, proving that investing in attention-rich environments leads to stronger efficiency and better returns
- Optimised budget allocation ensured that media spend was delivering maximum value by focusing on placements that captured real audience engagement.
Proving the Power of Attention in Media Strategy
For An Post, attention measurement was a game-changer. Providing data-backed validation that media mix optimisation leads to stronger performance outcomes. By using bespoke research insights to inform their strategy, they didn’t just meet their targets, they exceeded them ahead of schedule, while improving overall media efficiency and CPA.
As the advertising landscape continues to evolve, real human attention is emerging as the key to smarter, more effective media investment. By integrating attention data into future planning, An Post is now positioned to continually refine and improve their campaigns, maximising impact, minimising waste, and ensuring every ad delivers real results.
Want to optimise your media spend like An Post? Discover how Amplified's Attention platform and services can help your brand turn attention into outcomes.
Not all impressions are equal, and reach doesn’t guarantee engagement. Amplified’s Campaign Strategy tools use real human attention metrics to help you predict and optimise media performance before launch.
Your campaign's already live, great. But even the best executions can benefit from a fresh lens. Amplified’s in-flight attention measurement gives you clear, science-backed insights into how your creative and placements are performing while there's still time to level-up results.
Through bespoke research studies, we help brands, agencies and platforms measure attention where it matters most, across TV, social, CTV, DOOH and more. This in-depth research helps you ensure that your media investments are seen, engaged with, and delivering true impact.
Test, refine and optimise with attention-first insights. From creative testing to bespoke data analysis, we help brands, agencies and platforms improve performance.
Amplified offers flexible, API-driven integrations, making it easy to activate real human attention data within your existing platforms and tools. Whether you’re an agency, publisher, platform or brand, our integrations ensure attention insights are directly embedded into your workflow, powering smarter, more effective decision-making.
If you’re looking to take attention beyond a one-off study or standard integration, a partnership with Amplified unlocks exclusive access to research, insights, technology and strategic collaboration that transforms how you measure, plan and execute media.
.webp)
.webp)
.webp)
.webp)