Outdoor media company QMS today announced it has joined forces with audience measurement company Amplified Intelligence to conduct the first out of home (OOH) attention study of its kind in the world. The results of the groundbreaking study will be released later this year.
The partnership will see QMS further its focus on accountability, audience understanding and client results that will help drive the global OOH industry into the future. Together the study will explore the relationship attention has in OOH advertising as well as how it relates to memory retention, brand choice and growth.
QMS chief strategy officer, Christian Zavecz, said: “This is a significant development for the OOH industry globally, as we continue on the path to understanding the true power of the medium that will help increase advertiser understanding, confidence and trust in the planning and execution of their campaigns.
“There is no question the future of advertising will lean on attention as a more sophisticated and accurate way of evaluating client campaigns and we are excited to drive this initiative forward in the OOH industry through Amplified Intelligence’s proven and accepted methodology.”
Amplified Intelligence is the globally acclaimed, Australian-based leader in attention measurement. Its aim is to improve long-term understanding of the relationship between human attention in advertising and the brand measures on which clients rely.
Amplified Intelligence CEO and founder, Professor Karen Nelson-Field (lead image), said: “I’m excited to be working with QMS to expand our comprehensive attention database to the world of out of home for the first time. Good attention data is about natural viewing environments and every new environment we collect in strengthens attention as a key metric for advertisers.
“As the ad industry shifts from traditional reach metrics to those that measure actual human attention, the goal of our study with QMS is to provide planners, buyers and advertisers with powerful and transparent measurement needed to evaluate the value and relative performance of OOH advertising.”
QMS’ work with Amplified Intelligence is the latest example of its market-leading research and data initiatives that has also seen the digital-by-design business launch its Q-Data offering, which includes its intelligent audience data and insights platform, and three global-first neuroscience research studies.
