Kaimera signs up to Karen Nelson-Field’s attention planning platform in bid to reward better CX, engagement
Karen Nelson-Field, Stewart Gurney, Nick Behr: Aiming to cut the crap and weight investment to ads that people pay attention to.
Kaimera has inked a deal with Professor Karen Nelson-Field's Amplified Intelligence to use its attention planning tool. Boss Nick Behr said clients are swinging back from low impact performance channels towards brand after realising meaningful results are few and far between.
What you need to know:
- Kaimera second indie agency to sign up to Attention Trace.
- Boss Nick Behr said clients wary of performance channels that don't make an impression
- Strategy chief Steward Gurney said agency aims to "evaluate channels based on 'attention CPMs'".
If someone isn’t looking at your ad, it can’t have any discernible effect. While proxy metrics like viewability and impacts are useful, they don’t give us a real understanding of how attentive consumers are to different channels.
Cutting the crap
Sydney-based Kaimera is the second independent media to sign up to use Amplified Intelligence’s attention-based planning tool.
The firm follow’s Melbourne-based Hatched in backing the technology pioneered by Professor Karen Nelson-Field, which aims to reward media for ad formats and placements that actually capture attention, rather than metrics many see as a cop out, such as ‘opportunity to see’ or ‘viewability’.
Kaimera boss Nick Behr said many of the agency’s client brands are now starting to shift back to brand advertising having “hit a ceiling” on search and social.
“A lot of clients have been focused on performance, but it’s not moving the needle and there are some channels that are just not right for them.” As a result, said Behr, “many are becoming increasingly brand-focused”.
That view was echoed by Chief Strategy officer, Stewart Gurney.
“If someone isn’t looking at your ad, it can’t have any discernible effect. While proxy metrics like viewability and impacts are useful, they don’t give us a real understanding of how attentive consumers are to different channels," said Gurney.
“So we’re very excited to be partnering with Amplified Intelligence. Using the Attention Trace planning tool we means we can build and optimise campaigns that maximise attentive seconds, evaluate channels based on Attention CPMs and inform creative messaging.”
Gurney said while some agencies had commitments to fulfil with media owners, Kaimera had no such binds. But he urged brands to “evaluate their agency’s attention capabilities and work with publishers who are open to attention-based buying models”.
Nine last year signed a deal with Amplified Intelligence just ahead of its upfronts. While the sizzle real was light on detail, the network is expected to shortly detail its plans to enable attention-based planning and buying.
