Both Amplified and Lumen have played important roles in moving the industry beyond viewability and toward human attention. Both use real human attention data, and both have helped advertisers, agencies and media owners understand how attention varies across channels, formats and environments.
If your objective is to measure and activate attention across media environments, Lumen is a well-established option.
Lumen has built a strong attention measurement business, with data and integrations used across planning, buying and measurement workflows. Amplified takes a broader attention intelligence approach, combining real human attention data, active/passive/non-attention measurement, predictive AI, creative diagnostics, campaign measurement and outcome modelling to help marketers understand not just whether attention was likely to happen, but what to do with that intelligence.
Lumen has built its reputation around eye-tracking and attention measurement, with strong programmatic integrations and recent partnerships including Netflix and major DSPs. Their focus is helping advertisers measure, benchmark and activate attention across media planning, buying and measurement workflows.
Amplified was founded on a different premise. Everything we build is designed to help marketers answer three questions:
Many attention platforms ultimately provide a single attention metric. Amplified goes considerably deeper. Our proprietary methodology distinguishes between:
The moments where people are consciously processing the advertising.
The time viewers spend looking near, but not directly at your ad.
Moments where the advertising simply isn’t working.
How far genuine attention travels — and how quickly it falls away.
This distinction matters because not all attention contributes equally to memory, brand building or commercial outcomes.
Amplified combines best-in-class research methodologies with market-leading attention measurement to help platform owners and media partners answer their most important commercial questions. Whether it's validating the attentive power of advertising inventory, measuring in-market brand impact, understanding audience behaviour, or uncovering opportunities through deep audience segmentation, our technology and machine learning models deliver robust, actionable attention insights tailored to each business challenge.
Across genuine media environments
Across multiple devices
Across TV, digital, social, cinema and OOH
Under real-world distraction
TV
Social
Online video
Cinema
Out of home
Attention changes continuously. Milliseconds determine whether branding is seen, whether key messages land and whether audiences continue watching. Amplified captures behavioural changes at an exceptionally granular level, producing second-by-second attention curves that reveal:
AttentionAI uses sophisticated machine learning models trained on billions of real human attention observations to predict how creative will perform before media investment.
“Did people look?”
“What should you change?”
That difference transforms attention from a reporting metric into a commercial decision-making tool.
Instead of purchasing multiple products across different vendors, clients gain one connected attention ecosystem.
Creative pre-testing, attention prediction capability
Planning, buying and measurement integrations
Data can be used as an additional econometric input
Digital, OOH, cinema, TV and other media research
Creative and media attention insights
Attention measurement and benchmarking outputs
Limited comparable AI-led creative prediction
Integrations through planning, buying and measurement systems
Founded on Dr Karen Nelson-Field’s attention research and large-scale human attention dataset
Founded on eye-tracking research and patented attention technology
Both companies are recognised contributors to the attention economy. This comparison reflects differences in methodology, product focus and how attention data is applied across marketing workflows, rather than an absolute ranking.
Attention should not exist as another dashboard. It should improve every marketing decision that follows.
Don't just measure attention.
Use it to make better marketing decisions.
Lumen has helped move the industry beyond viewability.
Amplified helps move the industry beyond attention itself.