Researching human attention to advertising since 2016
Developing methodology and purpose-built tech
Collecting human attention data in natural settings
Testing rigorously across boundary conditions
Client Collections and Projects
Changing the industry one client at a time
Client Collections and Projects
Changing the industry one client at a time
OMNICOM MEDIA GROUP 2020
The Brief
Establish Omnicom as the holding company with the most advanced and integrated Attention initiative, with OMD and BBDO partnering with the global leader in attention measurement to drive the effort. This involved turning the intellectual effort that has gone into considering attention as a metric into activation and a usable KPI.
The Work
attentionPLAN API: the first-ever deal giving a holding company access to the Amplified Intelligence’s deep attention data.
Mental Availability and Attention: showing a direct link between the amount of attention brands generate through their advertising and market growth. The report, released by WARC in 2021 found a strong correlation between how much eyes-on-ad (active) attention a brand’s ad generates and the likelihood the same brand will spring to mind when a consumer is thinking of buying a product or service.
Attention Adjustment: for media planners to make more effective use of budgets. SC Johnson, makers of Windex and Pledge, was one of the first companies working with OMD to make use of attention adjustments.
Attention data collections for 16 brands (including McDonald’s Canada) across 4 countries. An additional 2 brands in the US.
IRELAND NATIONAL LOTTERY 2021
The Brief
Ireland National Lottery were the first brand in the northern hemisphere to buy a licence to attentionPLAN – our media planning tool. They wanted quick access to a trusted attention planning tool that they could use in conjunction with their existing systems. They wanted an additional layer of audience metrics to help clarify our media mix.
The Application
Customising with their own CPMs and preferred market data, they instantly started optimising media mix, as well as changing the way they used brand assets on different platforms.
Their campaign gained a 35% increase in attention seconds. Observing in Q1/ 2021 that their average Distinctive Brand Asset score had grown 9% since measuring commenced in May 2020. They started using attentionTRACE in November 2020. Attention seconds are driving an uplift in their Distinctive Brand Asset score.
SCREENFORCE GERMANY 2019-2020
The Brief
Following the success of The Benchmark Series for ThinkTV in Australia, Screenforce Germany wanted to revisit the question, ‘Is all reach equal?’ for the DACH region – Germany, Austria and Switzerland.
The Work
This large project comprised three phases: baseline, frequency effects and synergy across platforms.
Part 1: Baseline – studied attention and brand choice (using Short Term Advertising Strength) across linear TV and Facebook, YouTube, Instagram and BVOD on mobile.
Part 2: Frequency Effects – considered how attention and brand choice (STAS) differs when more than one single exposure of the same ad is seen in the same viewing session (traditional frequency). This included examining the effect of frequency on decay.
Part 3: Synergy Across Platforms – considered synergy effects across different platforms, in particular whether seeing the same ad across a combination of platforms has a greater impact on attention and STAS than seeing an ad on a single platform.
Mental Availability and Attention: showing a direct link between the amount of attention brands generate through their advertising and market growth. The report, released by WARC in 2021 found a strong correlation between how much eyes-on-ad (active) attention a brand’s ad generates and the likelihood the same brand will spring to mind when a consumer is thinking of buying a product or service.
Attention Adjustment: for media planners to make more effective use of budgets. SC Johnson, makers of Windex and Pledge, was one of the first companies working with OMD to make use of attention adjustments.
Attention data collections for 16 brands (including McDonald’s Canada) across 4 countries. An additional 2 brands in the US.
IAG 2018-2020
The Brief
Commissioned by IAG to build a bespoke copy diagnostic system for the purpose of addressing low recognition scores for one of their campaigns. This work helped us to establish the concept of ‘Effective Attention’ where attention spikes driven by emotive content that are amplified by branding have the most direct relationship with assail
The Work
1 – Attention: Second-by-second attention score across the full duration of the ad. Incorporating active attention (where eyes were on-screen), active avoidance (where eyes were off screen) and passive attention. Score reflects average attention per second. Fully-automated.
2 – Emotions: Detects users’ real-time emotional reactions to test control stimuli categorised by a theoretically established, and highly validated, Arousal/Valence Grid coupled with an intercoder agreement approach. Self-reported individual-level emotions by time segment, aggregated up to Arousal/Valence group.
3 – Brand Quality: An objective measure of brand quality in content including brand prominence, brand frequency, brand duration and entry timing using annotation software. Brand quality is the most underrated variable of content success and has a long-standing relationship with sales. Semi-automated.
4 – Likability: An average derived from a 5-point scale. 1 being ‘I dislike it very much’, 5 being ‘I liked it very much’.
5 – Qualitative: Questions asked of the viewer at the end of the viewing session.
6 – Brand Choice (dependant variable acting as a control while in beta): Based on discrete choice methodology the respondent makes choices from a virtual store directly after the view *.
*Brand choice was not part of the brief for this client, however, it is now included in similar projects to anchor sales to attention.
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Defining the added value of attention measurement
Professor Karen Nelson-Field Source: WARC Exclusive, June 2020 At the moment, media is sold on opportunity or potential to view rather than whether someone has actually seen the ad or not – as it turns out, many don’t see it, yet advertisers still pay. Consumer behaviour is part science, part unexplainable – the science part is this: when no...
Moving to a positive attention economy with Attention Adjusted™
First Published by WARC Exclusive, December 2020 Author: Professor Karen Nelson-Field CEO and Founder, Amplified Intelligence Advice on how advertisers can practically apply consumer attention data to improve marketing effectiveness. Attention and ad decay are related: the more Active Attention Seconds paid to an ad, the longer the brand stays in...
Attention and Mental Availability
We wanted to know… The question: Can attention be linked directly to mental availability? The answer: Yes, there is a direct relationship between mental availability, sometimes defined as brand salience, and active attention. For this study, Amplified Intelligence partnered with OMD Worldwide and some of their clients. It was conducted in the US,...