Attention, please: how to shift the dial on digital media’s new success metric
.webp)
In the third and final part of The Drum’s series on the art and science of attention, measurement experts share advice for marketers to embrace the future digital media success metric.
In the third and final part of The Drum’s series on the art and science of attention, measurement experts share advice for marketers to embrace the future digital media success metric.
In a world where media efficiency is being challenged, the advertising industry is at a pivotal moment – it can choose to stay static with current KPI-driven metrics or move forward and disrupt a status quo by rethinking marketing and media effectiveness to drive better outcomes.
Traditional measurements are a thing of the past – with attention metrics increasingly becoming a tangible way for brands and agencies to redefine success in the digital realm. It’s still early days in the journey towards attention but to shift the dial, the time to start testing is now.
The next step forward on the path to attention as a new currency is to “complement what’s already in place and what systems, measures and models that brands and agencies are working with and are already familiar with,” says Alex Khan, executive vice-president global partnerships, Amplified.
“Attention fills gaps and helps colour in what is the format that works, on what platform, page, domain or subdomain, so that we’re really helping to drive media efficiencies. That’s ultimately how we move forward, we have to show brands and agencies how attention can help drive media efficiency.”
The Amplified Platform allows you to utilise attention during both campaign strategy and in-flight with live measurement
You can read this article in full on The Drum website.
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.
.webp)
.webp)
.webp)
.webp)
.webp)