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.
A new survey conducted by magazine and newspaper subscription service Readly found that celebrity gossip mags are a popular guilty pleasure with more than a third of Australians (37 per cent) indulging in the habit. Perhaps unsurprisingly the biggest cohort of gossip and entertainment magazine readers were women (41 per cent) aged 30-39 followed by […]
Market leading Australian content marketing platform Fabulate has named Marie Galinsky (pictured) to oversee its rapidly expanding national sales operation in the role of national sales director. Galinsky’s promotion will see her lead Fabulate’s growing sales team and comes just six months after she joined the content marketing startup to lead its Melbourne sales operation. […]
A new partnership between adidas and Indigenous Football Australia, which oversees the strategy and expansion of Australia’s most successful and longest-running Indigenous football initiative, John Moriarty Football, will ensure more Indigenous children in remote and regional communities benefit from the power of football. The partnership will see adidas and Indigenous Football Australia (IFA) work together […]
Start Beyond, Australia’s leading producer and distributor of VR and AR immersive learning solutions, today announces the internal promotion of Angus Stevens (pictured) to CEO. Stevens, who joined the business in 2016 as one of the founding members, is moving on from his current position of managing director effective immediately. In his new role, Stevens […]
Triple M has recorded the largest commercial AFL and NRL metro footy audience, delivering almost double the listeners of any other commercial competitor, according to today’s Survey 4 radio ratings results. Triple M’s AFL coverage across Melbourne, Adelaide and Perth reported a cumulative audience of 679,000, while Triple M’s NRL coverage has an audience of […]
Independent Australian-owned media company VMG has announced the appointment of Brendan Harper (pictured) as general manager and group business director to lead media planning & buying agency, Frontier Media in Queensland. His appointment follows the departure of Queensland director Alexandra Paton, who has been with Frontier Media for more than 15 years. Harper holds extensive […]
Havas Australia has appointed OIS, leaders in out-of-home (OOH) verification, as its independent, third-party verification partner across digital, programmatic, and classic out-of-home client campaigns following a competitive review. Australia is among the top 10 global out-of-home markets by size and one of the most advanced, highlighted by leading adoption rates of digital and more recently, […]
BetterBriefs will today unveil a new best practice guide, The best way for a client to brief an agency, co-authored by Mark Ritson and in partnership with the IPA, at the IPA Business Growth Conference. After shocking the world of advertising last October with the painful and alarming truths about the enormous misalignment between marketers […]
In uncertain times, trusted sources become even more significant in the world of media. Elise Bennett (pictured), head of account management (APAC) at Outbrain, reveals what advertisers need to know about the new trust exchange. Instability breeds uncertainty. From bushfires to the pandemic and war, there’s been plenty of both to go around in recent […]