The Challenge:

Moving Beyond Vanity Metrics

The Irish National Lottery recognised that traditional vanity metrics, such as impressions and viewability weren't enough to drive meaningful brand impact. While their campaigns were reaching audiences, they lacked the ability to measure how much real attention their ads were generating and whether that attention was translating into memory-building and brand recognition.

To address this, they became the first brand to license Amplified's Campaign Strategy data in 2021, aiming to clarify their media mix strategy and ensure their investments were driving real human engagement, not just ad exposure.

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The Solution:

Optimising Media Mix with attention data

By using attention data in campaign planning, the Irish National Lottery was able to analyse the real attention performance of different platforms, formats, and placements before launching their campaign. This data-driven planning approach allowed them to:

  • Benchmark attention levels across different media channels
  • Optimise ad spend allocation to high-attention environments
  • Predict and enhance creative effectiveness
  • Increase overall campaign efficiency by reducing wasted impressions

Using the Amplified platform's predictive modelling, they refined their media mix strategy, shifting investment into high-attention placements that better supported brand recall and long-term impact.

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The Execution:

Implementing an Attention-Optimised Media Strategy

The original media plan was adjusted based on attention insights, with key optimisations including:

  • Shifting budgets toward channels and formats that delivered higher active attention seconds
  • Refining creative placement strategies to enhance visibility and engagement
  • Allocating spend more efficiently to ensure every ad placement had the best chance of capturing and sustaining attention

This data-led approach transformed their campaign execution, ensuring greater engagement with their brand messaging and a stronger connection with their audience.

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The Results:

Measurable Gains in Attention and Brand Impact

The optimised campaign strategy delivered immediate and measurable results:

  • A 35% increase in active attention seconds over the original media plan, demonstrating the power of planning media around human engagement rather than traditional reach metrics.
  • A 9% increase in their longstanding Distinctive Brand Asset (DBA) Score within just three months, proving that higher attention leads to stronger memory retention and brand recognition.

These results reinforced why attention is a key driver of brand success, showing that by planning campaigns based on real human engagement, brands can achieve greater efficiency, stronger recall, and more impactful long-term results.

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The Power of Attention in Media Planning

For the Irish National Lottery, adopting Amplified's platform was a game-changer. By optimising their media mix based on attention data, they were able to improve ad effectiveness, reduce wasted spend, and drive real brand growth.

Their success demonstrates that attention isn’t just a media metric, it’s a business driver. Brands that prioritise attention in their planning can build stronger connections, increase brand recognition, and ensure every ad placement is working harder toward measurable outcomes.

Ready to optimise your media strategy with real attention data? Learn more about Amplified's platform and how it can help you plan smarter campaigns that deliver real results.