Melbourne independent media agency Hatched is working with technology firm Amplified Intelligence to implement the media planning tool attentionTRACE.
Developed by Karen Nelson-Field’s (main photo) Amplified Intelligence, and utilising research panel participants, attentionTRACE gauges the level of attention people are paying when engaging with advertising on mobile devices and TV screens.
Currently, Amplified’s data collection comprises more than 264,000 ad views with continual updates and plans to broaden collection to include audio, out of home and cinema.
Hatched, managing partner Stephen Fisher, said: “Attention planning is the way forward for agencies and being an independent agency, we’ve been able to move quickly to adopt this updated, contemporary planning methodology.
“This is our first step in formalising planning firmly centred around attention. We’re excited to take this step and to work with Karen and her team who are at the forefront of attention metrics.”
Hatched will use the tool to plan across the agency’s clients, including the recently launched CARS24.
Chief customer officer for the brand, Erin Williamson, said: “Attention has always been at the centre of effective comms and advertising, and as a new business in the Australian market, it’s vital to our marketing efforts.
“When the team at Hatched introduced us to attentionTRACE, we could instantly see the value. CARS24 is a category disruptor, delivering a more effective experience for the end-user, through technology. Hatched and attentionTRACE take the same approach.”
Amplified Intelligence’s Nelson-Field, said: “We know the advertising ecosystem is failing, but the ultimate problem we are solving is currency. Human attention measurement offers the opportunity to start to correct the failings of an impression-based currency.
“Hatched has recognised the industry is on the precipice of change for how it plans and buys media. We’re excited to be working with them and we know their clients will reap the rewards.”
