Switching from engagement to attention: Ireland National Lottery, a case study

Much has been written about the need to shift the ecosystem away from vanity metrics that promised more than they could deliver.

Brief explainer

Amplified Intelligence has been working on the method, collection and analysis of human visual attention to advertising for five years. To be clear, we’re not talking medical grade cognitive processing scanning here, rather a simple (although complex to collect) measure of visual attention to advertising to shift transactional value away from the traditional Opportunities To See. Which is, at best, a measure of whether an ad was served and, at worst, a guess as to whether anyone was looking.

In 2020, and in response to growing calls from industry, Amplified Intelligence developed attentionTRACE Media Planner, an attention-based media-planning...

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