Both Amplified and Lumen have helped establish attention as an essential marketing metric. The difference lies in what is measured, how it's measured and what you can do with the results.
If your objective is simply to understand whether people looked at an advertisement, Lumen is a well-established option.
If your objective is to understand how attention translates into better creative, smarter media investment and stronger commercial outcomes, Amplified provides a broader, end-to-end attention intelligence platform.
Lumen has built its reputation around eye-tracking and attention measurement, with strong programmatic integrations and recent partnerships including Netflix and major DSPs. Its focus is helping advertisers understand and activate attention within digital media buying 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.
Limited
Primarily measurement
Limited
Primarily digital
Peer-reviewed academic research
Commercial attention research
Primarily measurement & activation
Both companies are recognised innovators in attention measurement. The comparison above reflects differences in product focus and platform capabilities 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.