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The Challenge:
Maximising Brand Performance While Reducing Costs
Irish Life, one of Ireland’s leading financial services providers, wanted to enhance their brand performance while improving media efficiency. They recognised that traditional media metrics like reach and impressions didn’t guarantee real audience engagement, and that ad spend wasn’t always being allocated to the most effective placements.
Additionally, Irish Life wanted to fine-tune their creative strategy, ensuring they were producing the right content for the right channels, rather than investing time and resources into ads that weren’t capturing enough attention to drive meaningful impact.
To solve these challenges, Irish Life turned to Amplified to uncover which media placements and creative executions were truly driving engagement, and where optimisations could reduce inefficiencies while improving results.
The Solution:
Measuring Real Audience Attention
By partnering with Amplified, Irish Life used their bespoke research services to gain granular insights into:
✔ Which media channels and formats captured the most active attention
✔ How different creative executions performed across various platforms
✔ Where budget was being wasted on low-attention placements
✔ How to better balance investment between direct response and brand-building efforts
Using eye-tracking and second-by-second attention measurement, Amplified was able to provide a clear roadmap for optimisation, enabling Irish Life to refine both their media mix and creative approach to ensure maximum impact.
The Execution:
Shifting to a High-Attention Media & Creative Strategy
Armed with their own highly granular attention insights, Irish Life made strategic adjustments to both media planning and content production, ensuring every ad dollar was working harder.
Key optimisations included:
✔ Reducing spend on low-attention placements and reallocating budget to high-attention environments
✔ Shifting the balance between direct response and brand-building, ensuring a stronger focus on long-term brand impact
✔ Streamlining creative production, focusing on formats and executions proven to drive engagement, saving both time and production costs
✔ Optimising the media mix toward active attention channels, ensuring their ads were not just seen, but actually absorbed and remembered
These changes minimised waste and improved efficiency, enabling Irish Life to do more with less while maintaining strong campaign performance.
The Outcome:
Stronger Brand Impact at a Lower Cost
By using Amplified's research capabilities to guide media and creative decisions, Irish Life achieved:
📈 Better brand performance with a lower overall investment
🎯 Optimised media allocation, ensuring spend was focused on high-attention placements
💰 Reduced production costs, by only investing in content proven to drive engagement
📊 Improved efficiency across direct response and brand-building efforts, ensuring a more balanced and effective strategy
These results demonstrated that attention is a powerful driver of efficiency, enabling Irish Life to maximise performance without increasing spend.
Smarter Media Planning Through Attention Measurement
For Irish Life, Amplified provided the missing piece in their media strategy, ensuring that every ad placement and creative investment was backed by real human attention data. By focusing on high-attention channels and producing content that truly engages audiences, they were able to achieve better brand outcomes at a lower cost, proving that attention is the key to smarter, more effective advertising.
Want to achieve more with your media budget? Discover how Amplified's platform and services can help your brand cut waste, optimise creative, and drive real results.
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.
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