IPG Mediabrands has announced it has signed an agreement with Amplified Intelligence providing attention data to help fuel its IPG IQCPM tool. With attention, IQCPM will offer Mediabrands’ clients the opportunity to optimise their media selections based on the value of the attention their media is generating rather than just the cost of an eyeball.
This is Amplified Intelligence’s first API agreement with an Australian media agency offering deep cross-platform attention data directly into their tooling.
Mark Coad, CEO of Mediabrands said: “We are thrilled to be the first Australian media agency to partner with Amplified Intelligence on an API as we seek more ways to build on our market leading approach to finding and defining value for our clients. It’s what we are about and how we continue to generate success for our partners and clients.”
Mediabrand’s proprietary IQCPM tool allows clients to move away from evaluating media on the price of impacts and focus on the value of the attention that the channel is bringing. Amplified Intelligence’s attentionTRACE is the world’s leading attention measurement platform, measuring across YouTube, Facebook, Instagram, Twitter, Tiktok, TV and the open web in an expanding list of markets including: US, UK, AU, DACH, FR, CA, MX and IE.
Nick Durrant (main photo), managing director of Magna said: “This is an important step in our movement away from the trading of impacts towards trading outcomes for our clients. At Mediabrands we believe value can be measured in many different ways, we have therefore created a suite of tools and value metrics to enable clients to focus on what is really valuable to their business.
“Now we can offer more. If a client values attention we will use new tools, powered by Amplified Intelligence, to value media based on this metric. We are also developing sustainability metrics to allow us to optimise plans based on their environmental impact. These tools allow us to optimise our clients’ media investment to the areas they truly find valuable.
“Attention is a precise and successful way to measure human interaction with media which makes it a powerful predictor of brand choice and a powerful tool for reducing waste. This enables us to optimise far more accurately to the outcomes our clients are trying to achieve,” Durrant concluded.
Prof. Karen Nelson Field, CEO and founder, Amplified Intelligence said: “With attention metrics Mediabrands will be able to demonstrate to their clients what we have known for a long time – the amount of attention a platform or format generates is consistently linked to various business uplifts. Attention measurement is vital to the future of planning and trading, and we are changing how the advertising industry thinks about the effectiveness of their media investments. The attention economy is here and we are excited to be working with Mediabrands at the forefront.”
The partnership is effective immediately.
