Hearts & Science teamed up with Amplified Intelligence to utilise their data capture tool across social media and YouTube to pinpoint the level of attention Allwyn needed to achieve campaign goals.
Understanding Attention in the Cinema Environment
By zeroing in on attention-focused strategies, Hearts & Science, in collaboration with Amplified Intelligence, enabled Allwyn to achieve greater media efficiency and set the stage for brand growth in a competitive market. This partnership showcases how innovative, data-driven approaches can refresh established brands and can achieve remarkable business outcomes.
Introduction
In today’s fast-paced media world, grabbing consumer attention is key for brands looking to boost engagement and growth. Understanding this, Allwyn’s appointed media agency, Hearts & Science, rolled out a strategy centered on doing just that – capturing attention – for The National Lottery. Their goal was to not only make media spending more efficient but also to generate meaningful and tangible outcomes.
The Challenge
Since its inception in 1994, The National Lottery has faced growing competition, with rivals pouring over £97 million into the market in 2023 alone. By late 2023, competitor ad awareness levels sat between 30-38%, and overall media spending continued to rise. It became clear that simply increasing the budget wouldn’t be enough. To attract new players effectively, Allwyn needed to make their media strategy more efficient through smart channel planning, focusing on capturing attention.
The Approach
To weave attention into their planning, Hearts & Science teamed up with Amplified Intelligence to utilise their attentionTRACE data capture tool across social media and YouTube. This partnership allowed Allwyn to pinpoint the level of attention needed, and measure how much attention their ads were actually getting. By factoring media cost into these insights, Hearts & Science spotted which placements grabbed attention more cost-effectively, shedding light on top-performing positions areas and spots that could use improvement.
The Insights
attentionTRACE offered highly granular insights, letting Hearts & Science examine Allwyn’s media and creative performance second by second across social media and YouTube. This helped them benchmark against The National Lottery games, competitors and industry standards. A major plus was tracking how attention performed over time for each media placement, enabling tailored media planning strategies for campaigns needing either short or long attention spans.
The Impact
Focusing on attention measurement led to standout results:
● Boosted Creative Performance: The top-performing YouTube ad grabbed an extra 3 seconds of active attention compared to industry averages
● Optimised Ad Formats: Matching ad formats to attention needs, using skippable ads to capture attention at scale and non-skippable formats for longer messages and educating the audience
● Improved Brand Metrics: Incorporating attention into their media strategies and planning throughout 2024 contributed to a 10.3% boost in ad recall for Lotto and a 20.6% increase for Set For Life year-on-year, while competitors saw an average drop of 6.3% in recall.
This people-focused analysis enabled Hearts & Science to identify media placements that captured attention more cost-effectively. They not only highlighted top-performing environments but also pinpointed creative elements that boosted attention, like using custom music, countdowns, and first-person GoPro footage, which significantly increased active attention, varying by game.
Additional findings highlighted the effectiveness of First Position formats on social media and stressed the importance of featuring the brand prominently at the start of the content. Moreover, the need for customised formats across various platforms, was recognised to enhance creative effectiveness.
Enhancing media planning with attention metrics
“Our collaboration with Amplified Intelligence to develop a customised attention solution for Allwyn has enhanced our existing media planning approach. This project has allowed us to pinpoint Allwyn’s specific attention needs and establish a comprehensive database of tailored attention data, thereby enriching our media strategies. The results demonstrate the numerous efficiencies and positive outcomes that focusing on attention metrics can deliver.” – George Viner-Price, Senior Connections Planning Director, Hearts and Science
How attention can help you
Reduce ad spend wastage, streamline your campaign’s time to market and improve the effectiveness of your advertising performance, all the while empowering your teams with more meaningful data to make the right decisions time and again.
In the media buying space change is necessary, and accountability is a positive. We believe that attention metrics help highlight quality audience reach, and a truer return on your investment.
What we can help you track
Other Customer Success Stories
A UK online food delivery service wanted to improve the efficiency of its AV media mix – across TV, BVOD and YT.
Change in format use contributed to a 5% increase in reach, a 20% increase in active attention seconds and a 4.5% increase in active attention per reach point.
Irish National Lottery had become acutely aware that vanity metrics were the wrong tools for impacting memory. They were the first brand to license attentionPLAN® (2021)
In only 3 months after optimisation an 9% increase in their longstanding Distinctive Brand Asset Score.
Our Products
Understand how people are viewing your advertising.
Test your branded creative and messaging using real human attention in real environments. Ethical collection of human attention to advertising through GDPR compliant triple opt-in panels. Machine-learning models designed to create true omnichannel measurement and true comparison across environments, devices and formats.
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Plan your next campaign with the world’s most accurate and rich attention-based media planning tool.
Predict the amount of human attention your channel mix will attract and plan every detail of your campaign to increase the long-term lift of your brand. Use attentionPLAN® as a standalone web tool, or integrate it into existing systems through our advanced API offering.
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Using real human attention for in-flight campaign optimisation.
Attach an attentionPROVE® tag when you purchase your media to unlock valuable attention insights. Replace performance assumptions with a complete view of audience viewing behaviours, fuel instant optimisation by knowing which ad creatives, messages, and environments generate the highest quality attention.
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