Amplified Intelligence Launches AttentionPROVE Measurement Tag

Amplified Intelligence has launched attentionPROVE around the world. The measurement tag delivers a view of true human attention in real time, giving brands and agencies the opportunity to maximise advertising effectiveness for in-flight campaigns (lead image: Dr Karen Nelson-Field, founder and CEO of Amplified Intelligence).

attentionPROVE offers users insights to both attention time and focus across creatives, formats, and platforms in both display and video ads spanning desktop, mobile web, mobile app, Connected TV and Broadcast Video on Demand.

The tech behind attentionPROVE lets buyers move away from inferred binary metrics towards scaled data using a human attention dataset comprised of more than 55,000 global panellists.

The company said that attentionPROVE takes attention prediction to the impression level, measuring sub-second active and passive attention. This is enabled by the collection of close to 100 attention markers typical of media consumption.

“attentionPROVE is one part of our mission to help accelerate the transition towards fairer and efficient media management,” said Nelson-Field.

“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.”

attentionPROVE can quantify media wastage by seeing live viewability and active attention performance on a line-by-line basis on creative, domain and ad formats. This gives a clearer picture of which ad placements are actually watched, versus those that were served above the fold, but not looked at.

It can also offer an instant performance lift based on which ad creatives, messages, and media environments generate the highest quality attention, reducing investment in lower-value inventory.

Finally, it also offers a transparent view of budget distribution and return on investment, enabling a measurable showcase of advertising efficiency and commercial worth across various media platforms.

“Dynamic attention measurement brings immense value to digital streaming platforms. Allowing brands to optimise beyond standard audience metrics, and better leverage insights like platform engagement, will continue to be a key focus in how we deliver results for our clients,” said Foxtel Media CEO, Mark Frain.

attentionPROVE can easily be attached during media purchasing and is compatible with major buying platforms, such as DV360 and TTD.

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