Both are built on real human eye-tracking. One was designed for research. The other was designed for marketing.
Amplified and Viomba share an important commonality: both believe that understanding real human attention begins with direct observation rather than proxies or assumptions. That shared philosophy is where the similarities largely end.
Viomba specialises in delivering custom eye-tracking research studies, helping brands, publishers and researchers understand how people engage with advertising, content and digital experiences.
Amplified takes those same scientific principles and transforms them into a scalable dataset that enables marketers to predict, measure and optimise attention across the entire marketing lifecycle.
Viomba's expertise lies in collecting exceptionally high-quality behavioural data through bespoke research. Its purpose is to answer questions such as: How did people view this experience? What attracted visual attention? What usability issues exist? What happened during this research study?
Amplified begins with a different objective. Rather than commissioning a new study for every campaign, we enable organisations to continuously improve creative, media investment and marketing performance using scalable attention intelligence.
Traditional eye-tracking studies remain incredibly valuable for answering specific research questions. But by their nature they carry real constraints, Amplified was built to remove them.
Each new answer requires commissioning a brand-new study.
Results can take weeks to arrive — often after decisions are due.
Every study consumes significant budget and specialist effort.
A single study can only ever cover a handful of assets.
While Amplified is market-leading in its measurement of natural human attention analysis spanning all major ad platforms, they’re also able to remove the costly barriers typical with research processes.
Instead of waiting weeks for a bespoke study, organisations gain immediate attention insights that can be embedded directly into everyday planning.
Amplified's dataset is founded on extensive human eye-tracking conducted in genuine viewing environments from dozens of research projects across all major ad platforms and markets.
Across genuine media environments
Across multiple devices
Across TV, digital, social, cinema, OOH, and more
Under real-world distraction
Social platforms
Digital video
Connected TV
Broadcast TV
Online environments
Out of home media
AttentionAI represents the next evolution of behavioural research. Using sophisticated machine learning models trained on billions of real human attention observations, AttentionAI predicts how creative will perform before campaigns launch.
Eye tracking explains where people looked. Amplified explains what marketers should do next. Beyond measurement, our dataset supports:
Primarily gaze measurement
Custom research
Project based
Research recommendations
Limited
Research services & studies
Both organisations utilise real human eye-tracking. The comparison reflects differences in product strategy, scalability and intended customer workflows.
Viomba excels at answering detailed research questions. Amplified helps organisations answer commercial questions.
Modern marketing teams rarely need insights on a single advertisement.
It’s the difference between conducting an eye-tracking study
and building an organisation that decides through the lens of human attention.
Viomba is an excellent choice when organisations require deep, bespoke behavioural research using eye-tracking methodologies.
Amplified is built for organisations that want to embed that same behavioural science into everyday marketing decisions at enterprise scale.
By combining world-class real human eye-tracking, advanced machine learning, predictive creative intelligence and end-to-end marketing optimisation, Amplified transforms attention from a research discipline into a competitive advantage.
It's the difference between conducting an eye-tracking study and building an organisation that makes every marketing decision through the lens of human attention.