Why attention?
With human attention measurement you can move your media buy away from the cheapest ad and towards quality ad placement.
Attention:
1. Exposes the wastage in the current OTS system.
2. Drives commercial outcomes.
3. Predicts brand choice better than viewability alone.
4. Extends the length of time a brand stays in memory.
5. Delivers ad impact. No human paying attention - no ad impact.
Attention media planners and agencies! Beta trial for attentionTRACE™ Media Planner starts November 2020.
Register here.
attentionTRACE™ Media Planner
Calling all media agencies. Don't miss the Beta trial of attentionTRACE™ Media Planner.
A free 30-day trial of the world's first media planner that uses real human active attention to drive commercial outcomes and minimise ad spend wastage.
Cross-platform
Active Attention Seconds CPM (aaCPM)
Compare planning scenarios
Open to all countries with 1 market selection
Choose from US, UK or Germany
30 days FREE access to real human attention data
Trial starts: November 2020
Limited numbers, so REGISTER NOW to see if you can join the Beta group
Not all attention measures are created equal
We measure real human attention with attentionTRACE™
With built-for-purpose technology and empirically-led research design, we track human gaze on a second-by-second level for TV and on mobile. We collect in a natural viewing environment – no fake portals, own user platform login – while controlling for variables. For specific projects, we can build platforms for purpose.
attentionTRACE™ also supports the collection of: ad viewability metrics (ad pixels and duration on screen), spatial clutter (screen coverage of the ad), ad sound on/off/level, ad orientation (horizontal or vertical), scroll speed, and product choice (a behavioural measure of brand buying). Together, all of these measures form a rich set of data that can be mined for deep and practical insight.
attentionTRACE™ is an attention collection platform that is passive, flexible, natural, simple, accurate and rigorous.
Our Clients
Dr Karen Nelson-Field
Karen is the Founder and Executive Director of Amplified Intelligence, and Professor of Media Innovation at The University of Adelaide. She is a globally acclaimed researcher in media science and a regular speaker on the major circuits, including AudiencexScience, NY Adweek, Festival of Media Global, Screenforce, Cannes, ISBA and SXSW. Karen has secured research funding from some of the world’s largest advertisers, media agencies and publishers. Her work has been noted in The New York Times, Bloomberg Business, CNBC, Forbes, Wall Street National, Huffington Post, Contagious, The Drum and the Australian Financial Review. Together with the Amplified Intelligence team of researchers, tech and support staff, Karen’s commercial work combines tech and innovative methodological design to look closely at attention metrics in a disrupting digital economy. Amplified Intelligence is growing fast.
The Attention Economy and How Media Works
In a world of fake news, fast facts and seriously depleted attention stamina, The Attention Economy and How Media Works: Simple Truths for Marketers offers a considered voice on the advertising chaos that colours our rapidly changing media environment. Karen Nelson-Field starts an intelligent conversation on what it will take for businesses to win in an attention economy. This book makes sense of viewability standards, coverage and clutter; it talks about the real quality behind a qCPM and takes a deep dive into the relationship between attention and sales. Nelson-Field asks you to pay attention to a disrupted advertising future, but without panic. Rather, with a keen eye on the things that brand owners can learn to control.
Also by Karen Nelson-Field