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Research | Technology | Academia
The Attention Economy and How Media Works: Simple truths for marketers
by Karen Nelson-Field (released March 2020)
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Amplified Intelligence was established by Professor Karen Nelson-Field to push the boundaries of marketing effectiveness research and audience measurement. Our job is to challenge norms, drive scale and rigour, and deliver impact by combining the best of machine learning with some highly trained human minds. We add certainty and clear direction to big media spends all over the world. With like-minded thinkers, we are leading the conversation about the attention economy.

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Our work

Think TV

The Benchmark Series

Case Study

Case Study

The client

ThinkTV

The brief

Study how Australians engage with advertising across different platforms and devices. A 3-part project called The Benchmark Series.

The work

The series contains a number of findings that are designed to help advertisers and their agencies get the best out of video advertising.

Part 1 – Media Attributes that Matter: examined the common elements within media platforms that contribute to advertising being successful. Findings on pixels, screen coverage, time spent viewing and how this links to attention and sales.

Part 2 – Media Attributes that Matter (on mobile): re-examined the above across different devices to understand whether different platforms are really optimised for mobile.

Part 3 – Not All Reach is Equal: compared the length of time after exposure that an ad can impact consumer product choice (sales) on the three major video platforms – Facebook, YouTube, and TV – across different screens.

LINK TO https://thinktv.com.au/research/the-benchmark-series-1-2/ for The Results video

IAG

Testing creative with a bespoke copy diagnostic system

Case Study

Case Study

The client

IAG

The brief

Commissioned by IAG to build a bespoke copy diagnostic system for the purpose of addressing a creative issue for one of their campaigns.  This work helped us to establish the concept of ‘Effective Attention’ where attention spikes (driven by emotive content) that are amplified by branding have the most direct relationship with a sale.

The work

The system delivered outputs against 5 elements. Elements 1 through 4 have a proven empirical relationship with sales.

  1. Attention - Second by second attention score across the full duration of the ad. Incorporating active attention (where eyes were on screen), active avoidance (where eyes were off screen) and passive attention. Score reflects average attention per second. Fully automated.
  2. Emotions – Detects users’ real-time emotional reactions to test/control stimuli categorised by a theoretically established, and highly validated, Arousal/Valance Grid coupled with an inter-coder agreement approach. Self-reported individual level emotions by time segment, aggregated up to Arousal/Valence group.
  3. Brand quality – An objective measure of brand quality in content including brand prominence, brand frequency, branding duration and entry timing using annotation software. Brand quality is the most under-rated variable of content success and has a long-standing relationship with sales. Semi-automated.
  4. Likability – An average derived from a 5-point scale. 1 being ‘I disliked it very much’, 5 being ‘I liked it very much’.
  5. Qualitative – Questions asked of the viewer at the end of the viewing session.
  6. Brand Choice (Dependent Variable acting as a control while in Beta) – Based on discrete choice methodology, the respondent makes choices from a virtual store directly after the view*.

*Brand choice was not part of the brief for this client, however, it is now included in similar projects to anchor sales to attention.

Mars

Predicting impulse buying via smartphone background data

Case Study

Case Study

The client

Mars, Incorporated

The brief

Mars wanted to consider whether consumers are more likely to be receptive to their advertising or marketing in different situations. To move away from targeting people at home and on-the-go in the same way, through the same channels, with the same messages. By doing so, they could make Snickers more likely to be chosen in the moments that matter using behavioural insights about impulsive snacking. As well as all the capabilities afforded by new media and technology to put the right message, in the right place at the right time.

The work

A study was designed with 400 respondents, using a purpose-built mobile app, which initiated data collection instruments, while collecting passive smartphone logs continuously.

With considerable evidence to show that context influences advertising receptivity and subsequent buying, we tested the notion of linking (a) purchase propensity to (b) personal context to (c) online activity.

We wanted to find a personal contextual variable highly related to 'when' people are likely to snack on chocolate (our test category). We looked to the psychology literature and chose mood for its long history with snacking behaviour. The purpose of this work was, therefore, to mine the real-time digital activity of those in target mood states in an attempt to build contextual profiles for the purpose of programmatic media buying.

Our findings were later published in the Admap article, Using smartphone data and machine learning to predict snack impulse buying, WARC, October 2017.

Media Mentions

Media-mentions

Testimonials

Our metro free-to-air advertising market has had repeated growth for the first time in 2.5 years. A lot of things are at play here, but we would definitely say that the work that CAI has done has reminded advertisers of the value of TV and contributed to this growth.
Pippa LearyCommercial Director - Digital Sales, Nine Network
Pippa Leary
We’re super excited to use behavioural consumer insights to tailor storytelling to the consumer and the moment they are in. Working with Karen we’re for the first time able to put the right piece of content, in front of the right consumer, at the right moment.
Dan BurdettFormer Global Brand VP, Snickers, Mars
Dan Burdett
A voice of logic, neutrality and sanity in a market loaded with bluster.
Geoff SeeleyGlobal Head of Marketing, Airbnb
Geoff Seeley
When CAI has some new research available, everyone in market should pay attention to the findings because they will be based on good data and have academic rigor behind them.
Oliver SmithEVP Unruly, LA
Oliver Smith
This is the best study the TV industry has ever undertaken and most impactful. As you have said so many times we need to change the baseline and the conversation. This is a long way to achieving that goal.
Anthony FitzgeraldFormer CEO Multi Channel Network
Anthony Fitzgerald
I avidly follow your research and thinking that filters into the public sphere through ThinkTV and conferences. I really appreciate the contribution you are making that has shaped the way we do things in Ferrero Australia.
Michelle HoodANZ Media & Communications Manager, Ferrero at Ferrero
Michelle Hood
Research like Nelson-Field’s is helping advertisers produce better briefs when it comes to their goals for their campaigns.
Ulf Hermansson HammellDeputy CEO and Head of Marketing for the Association of Swedish Advertisers
Ulf Hermansson Hammell
The shake-up of the status-quo triggered by the results of CAI’s Benchmark research series has been far reaching. The work of Nelson-Field and colleagues sits on the true cutting-edge of what we know about marketing communications and attention.
Chris UptonChair, Marketing Society of Ireland
Chris Upton

In the news

Dagensanalys - New study proves that television advertising has the best effect
Thinktv Report: Video advertising has month long affects
Australian Financial Review - Attention seeking ad visibility the media attribute that matters the most
AdNews - Putting the kettle on What people are really doing during ad breaks
CMO - ASMR: Flash in the marketing pan, or something more?
Australian Financial Review - Marketing misconceptions Hans Rosling's book Factfulness bursts our bubble view
bandt - ThinkTV Study, TV & BVOD offers advertisers twice the impact as TV & social
Unruly - U7 London Summit, March 2019
bandt - ThinkTV Report, Video advertising has month-long effects
Campaign US - Advertisers launch next phase of mission to clean up digital marketing
Australian Financial Review - When quality research really does make a difference
The Drum - No, advertising is not moving online - here's why
bandt - Industry heavyweights join forces as Adgile Media Advisory Board
Campaign UK - Ads don't have to be actively watched to be effective
WARC - Creation of The Attention Council puts focus on ad placement quality

THE ATTENTION ECONOMY AND HOW MEDIA WORKS:
Simple truths for marketers

In a world of fake news, fast facts and seriously depleted attention stamina, The Attention Economy and How Media Works offers a considered voice on the advertising chaos that colours our rapidly changing media environment. Rather than simply herald disruption, Karen Nelson-Field starts an intelligent conversation on what it will take for businesses to win in an attention economy, the advertising myths we need to leave behind and the scientific evidence we can use to navigate a complex advertising and media ecosystem. 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 without panic, but rather with a keen eye on the things that brand owners can learn to control.

Released by Palgrave Macmillan early 2020

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