AURA™
Attention-to-Action Unified Rating & Audit
How much attention did the advertising earn?
What the result is scored against The advertising
Measurement standards
Two standards, two different questions about attention.
Marketing measurement asks two things that are easy to confuse. VISTA™ measures attention — where it was, how focused it was, and how much of it an advertisement earned. AURA™ audits what that attention led to: the journey, the link to conversion, and whether real orders back the result. Each has its own report, and each states the evidence behind its result.
The two standards
Start from the question you actually need answered.
Both are measured with real people in ordinary, everyday use. They differ in what the result is scored against.
One observed moment
VISTA™
Verified In-Situ Tiered Attention
Where was attention, and how focused was it?
What the result is scored against The screen
What the two have in common
The same attention states, answering two different questions.
Both standards describe the same attention states. What changes between the two reports is only what the result is scored against — so a state means the same thing wherever you meet it.
- Both are observed with real people in ordinary use, not under laboratory instruction.
- Both report a result together with the evidence behind it and the limits of that evidence.
- Both follow definitions consistent with international industry guidance, so markets can be read on the same terms.
- Neither publishes a customer result without written permission.
Side by side
The same moment, answering two questions.
| AURA™ | VISTA™ | |
|---|---|---|
| The question it answers | How much attention did the advertising earn? | Where was attention, and how focused was it? |
| What the result is scored against | The advertising | The screen |
| Typical use | Comparing creative, placements and channels within one study. | Understanding how present and how focused people were during ordinary use. |
| Reading the number | Read within the study at hand, alongside its confidence and evidence. | Read within the study at hand, alongside its confidence and evidence. |
Not sure which question you need answered?
Tell us the decision you need to explain. We will confirm which standard fits, the evidence required and the form of the report before work begins.