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Amplify 2.0: Planning for attention


Ad Tech Attention Effectiveness
Ad Tech Attention Effectiveness Gaming Measurement Video

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Where every impression must work, Azerion's new research shows that high impact formats work harder than standard formats - but they also make standard formats work harder

At Azerion, we recently announced findings from our 'Amplify 2.0' analysis that uncovers a significant correlation between attention and full-funnel brand performance.

  • Utilising Lumen’s technology and expertise, we analysed campaigns across finance, retail and automotive sectors with a range of digital advertising formats to understand how each format interacted with one another to drive attention
  • The analysis, which builds on the award-winning success of their inaugural research in 2018, found that high-impact formats, such as skins, deliver a significant amplification effect
  • This means driving 43% more attention to subsequent standard formats, compared to a non-primed version*
  • This was reinforced by additional AI-powered predictive modelling which indicated that even small increases in spending on top of funnel branding can drive up to a 20% reduction in performance CPAs at the bottom of the funnel
  • Establishing this correlation between the amplification effects of high-impact branding formats to their performance counterparts proves that attention is vital for advertisers looking for a full-funnel brand performance solution
  • For more detail on the latest research check out the overview here

*Based on two scenarios a) A user sees a Skin followed by an MPU from the same campaign. In this instance, the MPU has been "primed" by the Skin. b) A user sees two identical MPUs, and in that instance the second MPU is non-primed.

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By Dom Tillson, Marketing Director


Founded in 2014, Azerion (EURONEXT: AZRN) is one of Europe’s largest digital advertising and entertainment media platforms. We bring global scaled audiences to advertisers in an easy and cost-effective way, delivered through our proprietary technology, in a safe, engaging, and high-quality environment, utilizing our strategic portfolio of owned and operated content with entertainment and other digital publishing partners.

Having its roots in Europe with its headquarters in Amsterdam, Azerion has commercial teams based in over 26 cities around the world to closely support our clients and partners to find and execute creative ways to really make an impact through advertising.

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Posted on: Thursday 9 November 2023