Amplified Debuts Self-Serve Attention Measurement Tool

Attention measurement specialist Amplified Intelligence has launched a self-service version of its attentionPROVE solution, allowing agencies to play 'a hands-on role' in optimising campaign ROI.

The firm was founded in Adelaide, Australia in 2017 by author and media science pioneer Dr Karen Nelson-Field (pictured), and focuses on the research and measurement of online human attention, which it says is 'the most valuable and important indicator of ad success'.

attentionPROVE uses an attention dataset billed as 'the world's deepest', to assess audience viewing behaviour, avoiding 'assumption-led metrics and non-transparent impression signals'. The launch of the self-serve access version - in multiple markets including the UK, the US and Australia - gives agency teams rapid access to insights into how ads are performing against key objectives and where in-flight spend needs adjusting to boost quality attention. Measurement scope is flexible and scalable, tracking sub-second active, passive and total attention across the open web, desktop, mobile web, CTV, and broadcast video-on-demand (BVOD); and can be split by ad format and length among other parameters.

The solution makes use of an enriched database from over 110,000 multi-region panellists, and offers instant prediction of attention by ad creative, format and type; as well as live, granular analysis of how campaigns are performing and where to spend in order to optimise impact in-flight. Nelson-Field comments: 'Agencies are increasingly recognising that the shift to attention-led media operations isn't as complex as it might seem, with current attentionPROVE users finding they can seamlessly follow familiar workflows and apply accurate new metrics at the same time. By enabling self-service access, we aim to make the switch even more efficient - and steer smarter decisions about spend and strategy'.

Web site: www.amplifiedintelligence.com.au .