Amplified Intelligence Launches New Attention Tool

In Adelaide, Australia, attention measurement firm Amplified Intelligence has launched a tag-based system for measuring the attention paid to ad campaigns, allowing for their real-time, in-flight optimisation.

The firm says more than 70% of MRC-standard viewable impressions actually receive less than half a second of 'real human attention', whereas its new tool attentionPROVE gives a true measure, tapping 'the world's deepest and most robust human attention dataset' from more than 55,000 global panellists. According to the company, the tool takes attention prediction to impression level, measuring sub-second active and passive attention through the collection of almost a hundred attention markers typical of media consumption. The tag 'can be easily attached during media purchasing and is compatible with major buying platforms, such as DV360 and TTD'.

The new system launches in the US, Canada, Australia, Dubai and seven European markets - the UK, Ireland, France, Germany, Poland, Sweden and Denmark. Founder and CEO Karen Nelson-Field (pictured) comments: 'attentionPROVE is one part of our mission to help accelerate the transition towards fairer and efficient media management. A closed loop of accurate, and transparent, human insight is vital to ensure persistently effective use of budgets across campaign lifecycles. By basing in-flight adjustments on actionable and accurate data-led recommendations, brands and agencies can increase the likelihood of campaign success, as well as illustrating the effect of attention gains on the business bottom line'.

Web site: www.amplifiedintelligence.com.au .