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The Challenge
PepsiCo Europe wanted to deepen their understanding of how attention drives campaign performance across social platforms. With a portfolio spanning both established and emerging brands, their goals were to:
- Benchmark attention performance across key social platforms in Poland
- Understand how brand size influences the type of attention that drives results
- Explore generational differences in how Gen Z, Gen Y and older audiences pay attention
- Uncover attention dynamics across categories like soft drinks and snacks
The Solution
Amplified launched its attention measurement capabilities in Poland, its 16th market, to support the study. Using proprietary facial detection and eye-tracking technology, the team captured 38,000+ data points across 1,000+ participants and tested 2,300 social ads. Four PepsiCo brands were analysed: two established (Pepsi, Lay’s) and two newer to market (Doritos, Rockstar). Amplified then matched real attention performance to actual outcomes through a simulated shopping environment.
The Results
PepsiCo gained actionable insights into how brand equity, audience attention and ad visibility shape campaign success:
- Smaller brands gained 4x more uplift per second of active attention, showing attention’s role in growth.
- Larger brands saw more impact from passive attention, suggesting a role in long-term brand maintenance.
- Only 42% of Pepsi’s branded moments were actively viewed, highlighting the importance of both branding timing and attention decay.
- Gen Z and Gen Y paid more attention on TikTok, while older demographics were more engaged on Facebook and Instagram.
These findings are helping PepsiCo evolve its measurement frameworks, better allocate spend across formats and platforms, and drive smarter creative and media decisions.
“This work provides a valuable window into real attention and how it impacts effectiveness. It sets us on the right path to understanding audience interaction.”
- Anna Dzierzędzka, Media & TCP Director, CE, PepsiCo
“Pepsi is one of the major forces driving smarter media. These insights around brand size and the value of branded moments will support both their teams and the industry.”
- Dr Karen Nelson-Field, Founder, Amplified
If you're new to attention and keen to kick start your journey, Amplified has a range of free resources to help you understand how attention can improve media strategies and reduce wastage in ad spend.
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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