Case study
Beyond just views: A smartphone brand’s success sustaining viewers’ attention with Amazon MX Player
Key learnings
61M+
61M+ impressions delivered
94%
94% video completion rate
70%
70% higher attention versus Adelaide's online video attention benchmarks
A premium smartphone brand has established itself as a global leader in innovative mobile technology. With a focus on delivering cutting-edge features and superior user experience, the brand sought to leverage digital advertising to maintain its premium position while introducing its latest smartphone release to tech-savvy consumers.
Standing out in a fragmented media landscape
In today's digital-first world, the brand faced a significant challenge: industry studies showed that only one-third of all ads typically draw viewers' full attention.1 The smartphone manufacturer needed to ensure both visibility for their new product range and meaningful engagement in an increasingly fragmented digital landscape. Traditional video metrics, such as video completion rates, weren't sufficient to measure true audience engagement and impact.
Strategic integration of Amazon MX Player with advanced attention metrics
To address their advertising challenges, the brand adopted a two-pronged approach. First, they collaborated with Amazon MX Player to implement in-stream video ads with seamless product detail page integration and immersive custom experiences to elevate consideration. This strategy helped interested audiences easily move from awareness to consideration. Click-outs led consumers to the brand website.
Second, they collaborated with Adelaide, a leading attention measurement partner, to gain insights on audience attention. The solution utilized Adelaide's proprietary Attention Unit (AU) metric, powered by machine learning algorithms that analyze factors such as placement of the ad, duration of the ad, and environmental clutter on the screen to measure the probability of capturing viewers’ attention through the ad.
Breakthrough performance in attention metrics and engagement
The campaign results significantly outperformed industry benchmarks. Amazon MX Player garnered an attention score of 71.44 AU (Attention Units), 70% higher than Adelaide’s online video benchmarks, validating the effectiveness of the strategic content placement.2 The 94% video completion rate indicated strong viewer engagement, while the reach of over 61 million impressions ensured substantial audience coverage. 3
Ajay Sharma, Head, Large Customer Sales, Amazon Ads IndiaIn today’s competitive landscape, authentic audience attention is crucial for digital advertising as it can help brands establish a meaningful connection with relevant audiences. This campaign demonstrates how Amazon MX Player's premium content and innovative ad solutions helps leading brands maximize audience attention with engaging and prominently placed ads. At Amazon Ads, we enable brands of all sizes to strengthen their presence on the Amazon store to help build recognition and trust among customers.
Sources
1 Kantar, Beyond Viewability: The role of attention in creative effectiveness, Global, 2023.
2 Adelaide’s attention measurement study, IN, 2025.
3 Amazon internal data, India, Jan–Feb 2025.