Amplified Intelligence and OMD New Zealand team up for the country’s first Unlocking the Power of Attention study.
OMD New Zealand and global attention measurement company, Amplified Intelligence, have collaborated with eight clients to conduct the country’s first study on human attention across various media platforms. The study, called Unlocking the Power of Attention, is a result of an OMD global initiative and is significant because it broadens the focus from traditional ROI and CPM measurements to human-centered data capture, enabling agencies and brands to move closer to their consumers.
The study examined advertising attention and its correlation to business and brand outcomes across social media, TV, BVOD, and open web. The findings showed that the increase in brand uplift between early branding and late branding is 35% in scrollable and skippable formats, while 80% of branded moments appeared when less than 20% of the paid reach volume were watching. The gap between ‘viewable’ (by MRC standard) and viewable with attention was also found to be vast and vastly different across every single ad format.
According to Scott Keddie, Chief Investment Officer OMG NZ, “… the importance of attention in planning and investment plays a greater role across OMG NZ and our clients, and we will continue to partner with Amplified Intelligence to bring attention level metrics to meet our clients objectives as we endeavor to reach more engaged audiences“.
The study’s key findings have huge implications for companies hoping to find a one-size-fits-all solution to attention measurement. “Empowering OMD’s clients with real human outcomes specific to their businesses helps to showcase the value in attention measurement”, says Dr Karen Nelson-Field, CEO and Founder of Amplified Intelligence. The study will be used by OMD and its clients to optimise future campaigns, taking into consideration ad formats, treatments, copy lengths, as well as branded messaging and execution.
OMD NZ is the first to market with this type of study in New Zealand, and eight clients were selected from the OMD portfolio to take part. The clients represent a broad range of industries and categories and all actively participated in the study with the aim of understanding attention elasticity across various media channels.