With human attention measurement you can move your media buy away from the cheapest ad and towards quality ad placement.
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.
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.
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.
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
Word on the street
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 Karen and her team have done has reminded advertisers of the value of TV and contributed to this growth.
A voice of logic, neutrality and sanity in a market loaded with bluster.
In a world where misinformation often spreads fastest and loudest, Karen’s voice is an important one.
Consumers are constantly exposed to new technologies that change the way we consume media and with it, advertising. Karen’s latest book sheds light on the marketing business in an era of ever-changing media consumption, while effectively looking into the future of the industry and raising the specter of what may be yet to come.
When Karen N-F 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.
>Research like Nelson-Field’s is helping advertisers produce better briefs when it comes to their goals for their campaigns.
I avidly follow your research and thinking that filters into the public sphere through conferences. I really appreciate the contribution you are making that has shaped the way we do things in Ferrero Australia.
We see two major advantages in Amplified Intelligence's advertising impact research. The study design is independent and was developed on a neutral basis. But most convincing for our advertising customers and market partners are the very similar results across 6 countries. The neutrality of the method and the generalizability of the results make this research so resilient, valid, transparent - and unique.
We know attention paid to ads is very different by screen, device, channel and platform but there is still a lot of confusion and misunderstanding. This standardised attention metric that reduces the incredible complexity for media planning and pricing is long overdue.