Optimising toward high attention inventory in-flight to generate 30% more campaign conversions
Outcome: Attention verification and in-flight optimisation delivered greater active attention, CTR and conversion while reducing CAC by 30%
Amplified Intelligence respects the requests and wishes of its customers who, due to the highly competitive nature of the media industry, wish to keep their names (and the names of their clients) private when it comes to the promotion of successful, groundbreaking or innovative work. As such, our case study content is anonymised as to not compromise their competitive advantages or disclose confidential information.
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A prominent Australian media agency used Amplified Intelligence’s attentionPROVE® measurement tag to make in-flight optimisations for their banking client. The client, promoting a new credit card, was targeting a difficult-to-reach audience, and executing a broad run-of-network campaign across the open web.
The agency selected Amplified Intelligence looking to utilise attentionPROVE®, an attention measurement tag able to provide the agency with live campaign insights across all ads spanning desktop, mobile, and tablet platforms. With robust and highly granular custom algorithms, it was able to process campaign data and generate actionable in-flight insights enabling the agency to maximise the performance of their ad delivery.
Implementation
Two streams of DSP placements were compared: data-adjusted ads using the smart measurement tag and standard brand creative. The agency prioritised scale with delivery and applied brand safety and anti-fraud filters to minimise negative placements.
New HTML5 assets were designed, including various sizes for desktop, mobile, and tablet devices, ensuring a comprehensive test of attention-led optimisation.
Monthly spend was capped at $10,000, with the DSP’s algorithm controlling distribution based on attention data and campaign objectives. This approach maintained a performance ‘safety net’ while ensuring the test’s validity.
The campaign proved a great success for agency and brandy, achieving significant performance gains:
- Increased active attention by 139 days
- 4.46% higher click-through rates (CTRs)
Validating Attention Value
Test ads, which had only a 13.63% higher investment compared to the standard ads, delivered 139 days of active attention, 616 days of passive attention, higher clicks and conversions, and reduced acquisition costs. Key performance highlights included:
- A significant 4.46% increase in Click Through Rate
- A dramatic 30% uplift in conversions
- Reduced CPA by a whopping 33.49%
Efficiency Gains
Improvements in inventory quality and bidding capacity, along with insight-backed optimisation, resulted in significant efficiency gains with 26% fewer impressions fuelled by human-led insights.
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 global toy brand wanted to improve the efficiency of its cross-channel media mix.
The changes in channel selection and format use contributed to an 8% increase in reach, a 14% increase in active attention seconds and a 6% 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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