Two complementary approaches. One fundamental difference.
Both Amplified and System1 help marketers improve advertising effectiveness. The difference is what each company is designed to measure.
System1 helps brands understand how advertising makes people feel. Amplified helps brands understand whether advertising was actually seen, processed and capable of creating commercial impact.
For more than 25 years, System1 has become one of the world’s best-known advertising effectiveness companies, helping marketers predict long-term brand growth through emotional response testing, distinctive brand assets and creative effectiveness. Its methodology is built around a simple principle:
Amplified starts one step earlier. Our science focuses on measuring the quality of human attention because attention determines whether an advertisement has the opportunity to create memory, emotion and ultimately business outcomes.
Rather than replacing emotional measurement, Amplified provides the behavioural foundation upon which emotional effectiveness is built.
Emotion is important.
But before an advertisement can make someone feel something…
…it first needs to earn their attention.
Consumers cannot emotionally respond to advertising they never truly process. That’s why Amplified measures the quality of attention. Rather than treating every impression equally, we identify how much of your audience is genuinely engaged at every second of your creative.
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.
Before asking whether advertising created an emotional response, it’s critical to understand whether people actually experienced it.
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 extends this capability even further. Using sophisticated machine learning models trained on billions of real human attention observations, AttentionAI predicts how creative will perform before campaigns launch.
System1 has established itself as one of the industry’s leading creative effectiveness platforms. Amplified was built to support decisions across the entire marketing lifecycle. Our dataset and research capabilities enable organisations to:
Survey & behavioural response
Expanding capabilities
Limited
Limited
Limited
Available for enterprise workflows
Primarily creative evaluation
Behavioural science & advertising effectiveness
Amplified and System1 address different stages of the effectiveness journey. Many organisations use emotional measurement alongside behavioural attention data to gain a more complete understanding of advertising performance.
It depends on whether that creative receives sufficient attention to influence memory, perception and behaviour.
Don’t just understand how advertising makes people feel.
Understand whether they were truly paying attention in the first place.
Emotion explains how advertising resonated.
Attention explains whether it had the opportunity to resonate in the first place.
Together, these are powerful. Independently, they answer different questions. For organisations seeking to optimise creative, media investment and marketing effectiveness from a single behavioural foundation, Amplified delivers comprehensive attention intelligence grounded in real human observation, advanced machine learning and proven scientific research.