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The Challenge
In recent years many advertisers have been prioritising active attention, focusing heavily on the moments when users are clearly tuned in. But in doing so, they’ve undervalued a powerful, cost-effective driver hiding in plain sight: passive attention. Traditional measurement tools miss the dual nature of how people really engage with ads, meaning most brands are flying blind to half the picture.
The Partnership
Pinterest and Amplified teamed up to explore how total attention, the combination of both active and passive attention, can power better outcomes. Together, we studied real-world user behaviour across Pinterest, digging into how emotional resonance, contextual relevance and platform experience contribute to attention capture.
What stood out? Pinterest’s unique environment fosters relaxed, positive browsing - making it a natural home for high levels of passive attention that still drives brand outcomes.
The Results
- 7.3x more passive attention on Pinterest vs. other platforms
- 170% more total attention, making Pinterest a standout for sustained engagement
- +6.7% more attentive seconds per $, proving passive attention’s cost efficiency
- +50% more attention when creative evoked happiness and surprise
- +60% more active attention when shown in relevant context
What It Proves
Total attention matters. Passive attention supports brand lift just as much as active, when placed in the right environment, with the right emotion, and the right timing. This study reframed Pinterest not just as a mood board, but as a high-performance branding platform where attention lives longer and works harder.
Learn more about the outcomes of this research here, or discover the range of research services Amplified has to help you uncover the attentive power of your media strategies.
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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