Mediamento

What Mediamento does

Mediamento is a privately-held Paris-based cognitive research institute founded in 2009 by neuroscientist Dorothée Rieu, operating as an "Institut d'Études Cognitives des Médias et de la Publicité." It serves French and European advertisers, media agencies, ad networks (régies), and public-sector health organizations with scientific effectiveness studies grounded in cognitive science and neuroscience. Its core offering consists of four study categories — pre-tests, post-tests, media studies, and public-health prevention studies — packaged across three engagement tiers: rapid expert review ("Expertise"), online large-panel surveys ("On-Line"), and in-laboratory eye-tracking ("En Salle"). Proprietary assets include the trademarked AdTrace® methodology for measuring implicit versus explicit advertising memorization, and an eye-tracking protocol using Tobii infrared hardware (16 illuminators, 4 eye cameras, 50Hz acquisition).

Revenue is generated entirely on a project-by-project professional services basis: enterprise clients pay per study, with pre-test pricing tiered from "very low €" rapid analyses to "high €€€" in-laboratory eye-tracking engagements and bespoke pricing for post-tests, media studies, consulting, workshops, and conference engagements. Distribution is exclusively direct: scientific consultants acquire clients through consulting engagement, conference speaking, and earned media coverage in French industry publications (Offremedia, CBnews, Stratégies, Influencia). Named enterprise clients include Canal+ Régie / Canal+ Brand Solutions, M6 Publicité, Teads, SNPTV, ACPM, NextRégie, BFMTV, and Gameloft for Brands, alongside nonprofit work for the Ligue Nationale Contre le Cancer and academic collaborations with Aix-Marseille Université and CNRS.

Operationally, Mediamento maintains 1-10 employees, holds Jeune Entreprise Innovante status from the French Ministry of Research, is a member of IREP, and has no disclosed outside funding rounds. The firm explicitly does not conduct neuromarketing — declining to use fMRI or EEG in commercial work — and instead differentiates on its scientific methodology, its founder's academic credentials, and its track record of serving as a measurement partner for French media-industry trade associations.

Name

Mediamento

Legal name

MEDIAMENTO

Website

https://mediamento.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Mediamento is a Paris-based cognitive research institute, founded in 2009, that measures advertising attention and memorization using proprietary AdTrace® methodology and Tobii eye-tracking. It serves French and European advertisers, media agencies, ad networks, and public health organizations via project-based studies.

Ownership category

akta.pro rank

Product category

Advertising Research

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Research and Public Opinion Polling (54191), Advertising Agencies (54181), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro industry

PRIMARYMPAAALAM

Audience Measurement & Media Research (Ratings, Attribution, Media Mix Insights)

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Market Research & Consumer Insights

SECONDARYMPAAALAN

Behavioral & Neuroscience Research (Biometrics, Eye-Tracking, Neuromarketing)

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Market Research & Consumer Insights

SECONDARYMPAAALAG

Brand & Advertising Research (Brand Health, Copy Testing, Campaign Effectiveness)

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Market Research & Consumer Insights

SECONDARYBPAHALAO

Media & Audience Measurement Analytics

Business & Public Services/Professional Services (Legal, Accounting, Consulting)/Research, Analytics & Expert Services

Keywords

• Advertising effectiveness research
• Cognitive science consulting
• Eye-tracking research
• Media measurement studies
• Advertising memorization testing

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Pre-tests Studies: Effectiveness testing of advertising before campaign launch. Three tiers: 'Expertise' (rapid cognitive and marketing assessment, results in 4 business days, very low cost), 'On-line' (large representative consumer panel with AdTrace® scores, results in 10 business days, medium cost), and 'In-lab' (qualitative with eye-tracking in laboratory, results in 20 business days, high cost). Revenue is generated per-study/project basis.
2. Post-tests Studies: Effectiveness testing during or after campaign diffusion. Includes AdTrace® memorization studies (comparing exposed vs. non-exposed groups), brand perception studies (before vs. after exposure), and awareness barometer studies. Revenue generated per study.
3. Media Studies: Custom studies diagnosing or evolving media strategy (support, format) using eye-tracking and memorization measurements. Often conducted for media agencies and ad networks. Revenue is project-based per study.
4. Consulting, Workshops and Conferences: Advisory missions in media strategy (attention economy, advertising clutter, memorization), technology innovation (eye-tracking measurement protocols, cognitive bias measurement), virtual innovation (VR with eye-tracking), and workshops on cognitive effectiveness of media and remote work. Also paid speaking engagements at conferences.
5. Public Health Prevention Studies: Scientific studies in public health prevention (anti-smoking, anti-obesity) conducted in partnership with universities and research laboratories. Funded through research grants and institutional partnerships.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Mediamento conducts cognitive effectiveness studies for media and advertising, measuring visual attention via eye-tracking technology and advertising memorization through its proprietary AdTrace® methodology. The company offers pre-tests, post-tests, media studies, public health prevention studies, and consulting services grounded in neuroscience and cognitive science, targeting advertisers, media agencies, ad networks, and public health organizations in France and Europe.

Product overview

Mediamento is the premier Institut d'Etudes Cognitives des Médias et de la Publicité (Cognitive Studies Institute for Media and Advertising), founded in 2009 by neuroscientist Dorothée Rieu. The company offers a suite of cognitive advertising effectiveness studies — comprising pre-tests (pre-diffusion), post-tests (post-diffusion), media studies, and public health prevention studies — all grounded in neuroscience and cognitive science research. Its core proprietary assets are the AdTrace® methodology for measuring implicit and explicit memorization, and eye-tracking technology using Tobii hardware for quantifying visual attention. These methodologies are packaged into three study formats: Expertise (rapid expert analysis), On-Line (large-panel surveys), and En Salle (in-laboratory eye-tracking). The company also provides consulting services including strategic advice, workshops, and scientific conferences. All offerings are informed by a unique scientific bridge between university research and the advertising industry.

Differentiator

Problem solved

Functional benefit

Brands

• AdTrace®: Proprietary methodology developed by Mediamento for measuring advertising memorization through implicit and explicit cognitive processes.

Products and services

• Pre-Test Studies (Études Pré-tests) Pre-diffusion effectiveness studies evaluating cognitive advertising performance (emotion, memory, attention, perception) before campaign launch across all media formats. Offered in three tiers: 'Expertise' (rapid expert analysis without consumer testing), 'On-Line' (large panel online survey using AdTrace® methodology), and 'En Salle' (in-laboratory eye-tracking with consumer panel). For advertisers, media agencies, and ad networks seeking pre-launch diagnostics.
• Post-Test Studies (Études Post-tests) Post-diffusion effectiveness studies evaluating cognitive advertising performance after campaign launch. Three offerings: AdTrace® Memorization (comparing exposed vs. non-exposed groups for advertising memorization), Perception (pre- vs. post-exposure brand perception scoring), and Awareness (brand awareness barometer). For advertisers measuring real campaign impact.
• Media Studies (Études Média) Ad-hoc and strategic media effectiveness studies diagnosing or evolving media strategy by format and support. Combines eye-tracking (attention measurement) and memorization surveys, conducted online or in laboratory, using experimental methodology to isolate tested variables. For media agencies and ad networks seeking cross-media comparative data.
• Public Health Prevention Studies (Études Prévention) Scientific studies in public health prevention (anti-smoking, anti-obesity) and civic prevention (electoral behavior), conducted by Mediamento's R&D division. Uses cognitive science tools exclusively for prevention studies. Findings published in peer-reviewed journals. For government agencies, cancer organizations, and public health bodies.
• Consulting and Advisory Services Strategic consulting services including media strategy advice (attention economics, advertising clutter, memorization), technological innovation guidance (eye-tracking protocols, cognitive bias measurement), virtual innovation consulting (VR headset with eye-tracking, virtual embodiment), workshops on cognitive effectiveness of media and remote work, and paid conference presentations. For advertisers, media agencies, and organizations seeking cognitive science expertise.
• AdTrace® Methodology Proprietary cognitive science-based methodology enabling sensitive and specific diagnosis of campaign cognitive impact. Tests both explicit (what consumers report) and implicit (what is actually retained) memorization through indirect questioning in online panel surveys. Used across pre-tests and post-tests to capture what consumers actually remember versus what they declare they remember.
• Eye-Tracking Measurement Service Eye-tracking measurement service using Tobii hardware (infrared eye-tracking glasses with 16 infrared illuminators, 4 eye cameras, 50Hz acquisition frequency) to quantify visual advertising attention through fixation and saccade measurement, visual exploration analysis, and attention duration across laboratory studies for TV, CTV, print, DOOH, and mobile gaming formats.

Quantifiable outcome

• In-game video ads captured attention for 92.2% of visible duration vs. 88.4% for YouTube pre-roll (Gameloft study)
• +4 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered key, secondary and core.

• Gameloft for BrandskeyStrategic or Co-development Partner · 12 May 2026Partnership with Gameloft for Brands to conduct the 'Attention in Play' eye-tracking study measuring in-game mobile advertising attention across interactive in-game, instream pre-roll, and outstream video formats.
• TeadskeyStrategic or Co-development Partner · 25 September 2025Teads partnered with Mediamento to conduct the first eye-tracking study measuring CTV HomeScreen ad attention and brand impact. Mediamento delivered robust data to feed predictive attention models for the industry. 100 participants analyzed in laboratory with 15+ hours of eye-tracking data.
• ACPMkeyStrategic or Co-development Partner · 11 June 2024Partnership with ACPM (Alliance pour les Chiffres de la Presse et des Médias) for an eye-tracking study measuring advertising attention in print press. Results presented at #DEMAINLAPRESSE morning session.
• SNPTVkeyStrategic or Co-development Partner · 5 April 2024Partnership with SNPTV (Syndicat National de la Publicité Television) for two eye-tracking studies measuring attention on linear TV and Connected TV (BVOD vs. YouTube). Results presented at SNPTV's morning conference 'Creation and Information: Television at the Center of Attention'.
• IREP (Institut de Recherches & d'Etudes Publicitaires)secondaryGTM or Marketing Partner · 1 February 2024Mediamento joined IREP as a member in February 2024. IREP is a professional association with around 100 members from brands, agencies, media, research institutes, and academia.
• TobiicoreTechnology or IntegrationMediamento has a partnership with Tobii for eye-tracking hardware technology. The company uses Tobii glasses with 16 infrared illuminators, 4 eye cameras, and 50Hz acquisition frequency for measuring visual attention across various media formats in laboratory settings.
• Canal+ Régie / Canal+ Brand SolutionskeyStrategic or Co-development PartnerLong-standing partnership with Canal+ Régie and Canal+ Brand Solutions on multiple studies: Temporis TV (ad clutter and pre-roll effectiveness since 1994), Priming Spots (new Memory Pub TV ad formats), and Ecrin+ (impact of ad break length on digital replay memorization).
• NextRégiekeyStrategic or Co-development PartnerPartnership with NextRégie on multiple studies including MémoRadio (radio ad break effectiveness) and LiveStitching (BFMTV digital video advertising format effectiveness). Also partnered on Temporis TV #13 with BFMTV.
• M6 PublicitésecondaryStrategic or Co-development PartnerEye-tracking study measuring effectiveness of new 'Mid-breaks' TV advertising formats for M6, combining eye-tracking attention measurement with questionnaire-based memorization and agreement assessment.
• Aix-Marseille Université / CNRS / LAPSCOcoreStrategic or Co-development PartnerLong-term R&D partnership with laboratories including the Laboratory of Cognitive Psychology (UMR 7290), Behavioral Brain Cognition Federation (FR 3512), and LAPSCO (UMR 6024) at CNRS and Aix-Marseille Université. Collaborations include Cifre doctorate theses, scientific publications on public health prevention, and political polling influence studies.
• Ligue Nationale Contre le CancersecondaryStrategic or Co-development PartnerFinancial and scientific support from the Ligue Nationale Contre le Cancer for research on cognitive behaviors toward warning labels and images on cigarette packets, conducted in collaboration with Aix-Marseille University.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Adelaide: Attention-based media quality vendor producing attention metrics for programmatic media buyers; comparable as attention measurement supplier competing for advertiser and agency budgets that Mediamento also targets through media studies and AdTrace®-based pre/post-tests.

Direct peers

• System1 (formerly BrainJuicer): Advertising effectiveness research firm applying behavioral science to predict creative and brand outcomes; directly comparable to Mediamento's cognitive-science approach to measuring memorization and advertising impact.
• Realeyes: Attention and emotion measurement company using webcam-based facial coding and eye-tracking on opt-in consumer panels, directly comparable to Mediamento's neuroscience-grounded advertising effectiveness measurements on digital and video formats.
• TVision: US attention measurement firm using panel-based eye-tracking to measure TV and CTV ad attention and outcomes, comparable to Mediamento's linear TV, CTV and HomeScreen attention studies for broadcast clients.
• Lumen Research: UK attention measurement firm running eye-tracking panels (Lumen Attention Measure) to benchmark attention across digital video, social and CTV; comparable European attention-tech counterpart to Mediamento.
• Amplified Intelligence: UK-based attention measurement vendor using eye-tracking panels to produce attention metrics across digital video, CTV and display for advertisers and agencies; most direct competitor to Mediamento's eye-tracking-based attention studies and AdTrace®-style effectiveness scoring.
• Eye Square: German-founded market research firm specializing in implicit and eye-tracking-based measurement of advertising effectiveness; directly comparable to Mediamento's AdTrace® and eye-tracking methodology for advertisers and media owners in Europe.
• Neuro-Insight: Neuroscience-based market research firm applying EEG and biometrics to measure advertising and media effectiveness, closely comparable to Mediamento's neuroscience-rooted cognitive advertising effectiveness work outside of France.

Broad incumbents

• Ipsos (Media & Brand Effectiveness): Global market research group providing advertising and brand effectiveness studies across markets; competes with Mediamento at the top end of advertiser measurement mandates, including in France.
• Kantar (Media & Creative Effectiveness): Global research incumbent offering advertising and media effectiveness solutions including attention and brand studies; broader portfolio player competing with Mediamento for enterprise advertiser budgets on cognitive and media effectiveness research.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mediamento
• LinkedInlinkedin.com/in/dorotheerieumediamento

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mediamento