Amplified Intelligence’s Post

Transcript

Hi, I'm doctor Karen Nelson-Field founder and CEO of Amplified intelligence. We are the leading voice in attention measurement. We are a human attention measurement business and we specialise in metrics that can go into planning, trading and verification tools. Human attention is defined as the amount of time and focus someone will pay to an ad. How we calculate that is via understanding in real time how much active attention someone's paying, which is looking straight directly at the ad. How much passive attention someone's paying, which is looking at the screen but not the ad and non-attention which is looking away completely. So what we do with the data we have is we can essentially uncover the gap between attention and assumed attention, and it's a wide gap. And why that helps advertisers is because we can help advertisers plan their media and optimise their media mix towards attention. We can help them trade through custom algorithms and we can also help them verify their campaigns post-campaign. attentionTRACE is our first product and that is the collection of human data. So what that does is, it's an app that gets downloaded onto mobiles, PC's, we've also done television, even done a cinema and outdoor. Basically what it does is it films people, while they're interacting with the media. It understands where people are looking, and we can do that via gaze tracking, facial recognition, even pose tracking. So what that data does is it literally tells an advertiser where someone's looking, directly on the screen at a .2 of a second moment. And that's really important because then advertisers can use that to understand how effective their ads have been and then marry it up to other datasets. So the data we collect enables us to understand wow much time and how much focus someone's paying. So seconds, plus switching, plus sustained attention, and that data gets turned into probabilistic models for our other product. attentionPLAN has been co-designed with you, the industry. It was built off the feedback that you gave us in terms of how you plan your media. A user would upload their media plan, which is used as a baseline. Our models then take this baseline and optimise the media mix towards attention. But bearing in mind the outcomes are more important than the attention alone, so it's optimised towards how much attention you might need to secure long-term or short-term outcomes. attentionTRACE collects our ground truth database which is human attention data. attentionPLAN dips into that ground truth and uses it to optimise your media mix. attentionPROVE is a media verification product. It's used for in-flight campaign optimisation and it measures the attention performance and campaign performance after the campaign is delivered. So this is really helpful for you to understand holistically how effective your campaign was with attention-led outcomes. We're so excited to be a part of your attention measurement journey and if you need any support, please reach out to our customer success team.