Amplified Intelligence Refines Attention Measurement

Australian-based omnichannel attention measurement company Amplified Intelligence has upgraded its attentionPLAN tool to add what it calls Attention-Adjusted Reach Curve (AARC) functionality - filtering out non-attentive impressions.

Founded in Adelaide, Australia, in 2017 by Dr Karen Nelson Field, the firm tracks linear TV, CTV, social media, YouTube and other major digital platforms. Impressions are categorized as either actively attentive, passively attentive or non-attentive, and the platform uses this to build an attentive volume curve based on the actual human attention received.

The new AARC functionality promises media planners a view of their potential attentive audience, and of 'the true human attention volume' for ads, allowing them to see how their investments translate to eyes-on-ad attention in direct relation to audience size. The company says the difference between people who are reached and those who actually view is 'dramatic', meaning that planners waste budget and miss opportunities for commercial success and brand growth.

Chief Product Officer Anneliese Urquhart (pictured) comments: 'Based on the industry feedback to date, we know that Attention-Adjusted Reach Curves are going to become a valuable tool for media planners and advertisers who are looking for efficiencies in their media strategies'.

Web site: www.amplifiedintelligence.com.au .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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