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The Challenge
Out-of-home advertising has often been seen as a high-reach, low-attention channel. Great for visibility, but not for deep impact. Without robust attention data, advertisers were hesitant to treat OOH as a driver of meaningful engagement, especially when compared to digital. The industry needed proof that OOH could do more than just be seen.
The Approach
QMS partnered with Amplified to redefine what’s possible in the world of OOH. Together, they launched one of the largest studies of its kind, capturing attention data from over 1.2 million unique ad exposures across twelve sites in Australia. Using Amplified’s leading measurement tech, the study used eye, gaze and pose tracking technology to record both the active and passive attention across environments, formats and categories, providing a new lens through which to assess OOH effectiveness.
The Results
- OOH formats delivered an average of 12 seconds of attention, outperforming expectations and aligning with outcomes-driven channels.
- Nearly 90% of sites exceeded the 2.5-second active attention threshold linked to long-term memory and brand effect.
- Compared to digital, OOH placements were found to be up to 9x more likely to exceed attention thresholds critical to brand recall and mental availability.
The impact? QMS now leads the charge in attention-led planning for OOH, arming their clients with the proof they need to plan smarter and unlock the full value of high-performing inventory. This collaboration helped reposition OOH from a passive medium to a powerful attention driver, and it's only the beginning.
Learn more about how attention varies across different channels and formats, or reach out to Amplified about how we can help you understand how to maximise attention for your brand.
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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