Amplified Intelligence Adds Emotion Analysis Feature

Adelaide, Australia-based omnichannel attention measurement company Amplified Intelligence has enhanced its proprietary data capture tool attentionTRACE, to analyse how audiences respond to ads at an emotional level, as well as correlations between emotions and attention.

Founded in 2017 by author and behavioural scientist Dr Karen Nelson Field (pictured), the firm analyses online attention to help gauge the success of ads with the help of its own AI-powered technology and research expertise, and offers clients a media planning platform. In 2023 it launched a tag-based system for measuring the attention paid to ad campaigns, and adjusting on the fly; and a tool to filter out non-attentive impressions from viewing figures. It also partnered with AI firm Chalice Custom Algorithms to combine its attention data with smart bidding tech, and last month it launched a self-service version of its attentionPROVE solution, allowing agencies to play 'a hands-on role' in optimising campaign ROI.

attentionTRACE's new emotional response capability is available on attention measurement studies across advertising channels including mobile social media, open web, audio streaming, cinema and outdoor advertising. The feature uses emotion-centric AI models tapping the company's five years of analysing real human attention in natural viewing environments. Advanced facial detection technology is used to capture subtle differences in expression, and brands will get a live view not only of how individuals are engaging with ads in terms of active, passive, and non-attention, but also their emotional response. The latter includes intensity (arousal) level of emotional reactions, positive or negative tone (valence), and eight different classifications to categorise unique sentiment; ranging from happy or surprised to calm, confused, sad, or angry.

The new feature has been tested with client social media site / visual inspiration platform Pinterest. Nelson-Field comments: 'The attention ecosystem is often said to be fragmented but it is simply learning to assimilate the intricate nuances of human data. As traditional advertising evolves to embrace ever-expanding advancements in technology, we are determined to pave the way in simultaneously broadening the scope of digital media measurement to incorporate complex human behaviours and produce accurate attention metrics'. Alex Khan, the firm's EVP Global Partnerships and Strategy, adds: 'Emotive response, whether positive or negative, is shown to be a driving factor in amplifying attention performance. Our joint efforts with Pinterest serve as a stepping stone in proving that the only precise yardstick to measure campaign effectiveness is capturing real data about how attention and emotional ad engagement drives business outcomes at the most fundamental level'.

Web site: www.amplifiedintelligence.com.au .