Trials prove effectiveness of attention-optimised CTV buying
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John Moulding
| 10 October 2023
4 Trials prove effectiveness of attention optimised CTV buying

Proof-of-concept trials have demonstrated the impact when advertisers understand the attention that different media placements provide and bid for inventory accordingly, with a reported 70% increase in ad recall for attention-optimised buys.

The trials combined real human attention data and smart bidding technology and looked at the impact on ad engagement for programmatic advertising within connected TV. The attention-optimised buying that this made possible also delivered a 14-point spike in brand lift vs the standard non attention line item. These results were captured by research firm Lucid.
Media buyers have been told they can reduce media waste by instantly directing ad spend to high-engagement placements using this new solution.

The trials covered the U.S. and Australia and leveraged Amplified Intelligence’s human attention dataset to fuel a custom bidding algorithm created by Chalice Custom Algorithms. These two companies have just revealed their partnership. Amplified Intelligence is known for its attention measurement solutions and Chalice Custom Algorithms is a leading AI application backed by TD7, The TradeDesk’s investment arm.

Two agencies used the technology in-flight during campaigns: Australia-based Audience Group and North America-based 2045.

To further validate what attention-optimised buying can achieve, Amplified and Chalice ran an additional campaign for a leading automotive brand using an AI self-learning optimisation algorithm where real-time engagement data verified by Amplified Intelligence’s attention measurement tag, attentionPROVE, was fed into live bidding. This also delivered impressive outcomes – increasing active attention by ad impression by 16% in just three days.

“These proof of concepts with Chalice Custom Algorithms demonstrates how our market leading omni-channel gaze tracking data can be used in-flight to drive up programmatic and CTV ad engagement” comments Karen Nelson-Field, Founder and CEO of Amplified Intelligence.

“We are motivated by a strong commitment to power global adoption of attention-led advertising, and with Chalice’s algorithm showing how simple it is to instantly optimise spend towards attentive impressions, we’re demonstrating how easy it is for agencies and advertisers to increase ROI and minimise wasted impressions which play out to zero eyeball.”

Adam Heimlich, CEO of Chalice Custom Algorithms adds; “Amplified Intelligence has become a standout figure in the attention-measurement arena. We look forward to setting brands, advertisers, and agencies on the road to increased engagement and return on ad spend with bidding that revolves around real attention data”.