GumGum has announced its strategic tie-up with brand lift data measurement company On Device. The collaboration powers Attentive Lift, a measurement solution that provides clearer insight into the relationship between attention and brand performance, supported by third-party verification.
The rollout marks a significant evolution from traditional post-campaign studies that provide only high-level, retrospective results and offer limited visibility into what drives brand performance. By linking real-world behaviour with independently verified outcomes, Attentive Lift offers advertisers a more transparent and evidence-based approach to evaluating performance.
The partnership brings together GumGum’s real-time attention data with On Device’s impression-level brand lift data accessed through its Application Programming Interface (API). This enables advertisers to better understand how varying levels of audience attention relate to change across outcome metrics such as awareness, recall, and familiarity.
“Our partnership with On Device provides advertisers with a trustworthy and actionable way of understanding what level of attention truly drives brand impact – backed by independent verification,” said Matt Coote, managing director, Australia, at GumGum.
“Attention has become one of the industry’s most scrutinised signals, but marketers have lacked a reliable way to connect it to outcomes in real time,” said Mark Griffiths, commercial director, ANZ, at On Device. “By integrating our Lift data with GumGum’s attention signals, advertisers finally get a transparent view of how attention translates into meaningful brand shifts”.
As part of the product’s development, GumGum and On Device conducted early analysis across multiple studies by comparing exposed audiences who fell above the attention threshold with those who fell below it.
On average, the data showed that moving from low to sufficient attention consistently delivered meaningful lifts across all brand metrics.
Audiences above the threshold consistently delivered stronger outcomes, with average increases of 6 per cent in aided awareness, 5 per cent in familiarity, 5 per cent in aided recall, and 9 per cent in unaided awareness. The numbers represent significant gains for established brands where shifts are typically harder to achieve.
“This level of detail helps advertisers see exactly how much attention their ads generate and where that attention leads to stronger brand results. It supports better planning, smarter optimisation and more confident decision-making,” added Coote.
The partnership is further strengthened by On Device’s globally validated methodology and extensive panel representation across key markets.
The insights from Attentive Lift help advertisers understand the optimal Attention Time required to drive their desired brand outcomes. The solution outlines where attention is strongest and how to make smarter choices about formats, environments and spend. Independent verification adds reassurance when reporting results and making decisions about future spend.
Griffiths concludes: “By combining On Device’s lift data with GumGum’s real-world attention signals, we’re giving advertisers a new standard for evidence-based brand performance.. It’s a powerful step forward for transparent and effective measurement”.
The rollout of Attentive Lift has already begun in earnest with multiple early adopters in Australia, signalling strong momentum for the solution heading into 2026.
