We are leading the global attention economy with rigorous audience measurement
Advertisers deserve to know whether their ad is actually being seen. Distraction is causing significant inattention to advertising and it’s costing marketers billions of dollars each year. Our sustained and rigorous research shows that visual attention is linked to real impact. When measured properly it does reflect actual human viewing. It is an independent measure that reflects modal differences, making it comparable across platforms. We’re directing our brain power, tech power and people power to the next age of audience measurement. When (quality) attention becomes an easily accessible supplementary layer of measurement, impression reform begins. Amplified Intelligence and our clients will be there.
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