What you need to know:

• Audience Precision has built a marketing technology platform, Precise360, it says can improve productivity and reduce ‘media wastage’ by up to 50 per cent.
• The software uses attention data from Amplified Intelligence, behavioural data and consumer data, and can generate a media strategy in far less time than traditional humans can.
• The firm cites clients who’ve saved 47 per cent on a campaign or reached 31 per cent higher audiences using Precise360.
• Two of its clients, Warner Music and Lyre’s Spirits, say the platform is helping them grow.  

Audience Precision has developed a marketing technology platform it says can increase agency productivity more than sixfold, using attention data, consumer data, a strategy layer, and econometric modelling.

The firm’s Precise360 tech has been built over the past seven years and has been used with clients like Warner Music and Lyre’s Spirits, which it signed earlier this year. It has been led by Audience Precision’s global CEO Haydon Bray and Chief Technology Officer Jeremy Cath.

“We have created something, from what we are aware, that multinational media agencies have been unable to do, anywhere in the world,” Bray said in a statement.

“We believe we are at least three years ahead of traditional media agencies, who focus on cheap impressions with little quality control, and a high churn and burn out rate of their people. There’s a better way.”

Audience Precision says it used Precise360 recently to develop a media strategy for a client that regularly uses TV that cut spend by 47 per cent and delivered the same impact as previous campaigns. Another campaign cited by the company boosted reach by 31 per cent and delivered 11 times higher average reach per spot against their target audience.

But it is about quality, not quantity, Bray said.

“Technology enhancements in media have focused purely on optimisation of media buying as client budgets are being spent… We can instantly compare the effect of a TV program versus a radio session, a Facebook post or an OOH panel and everything in between.”

Audience Precision was the first company to sign with Amplified Intelligence to add its attentionPLAN API into its media planner. Amplified Intelligence has recently announced it has signed all five agency holding companies to the tool.

The firm’s clients have backed Precise360. “We’ve worked with Audience Precision for several years and been part of their journey to create their highly disruptive Precise360® software platform,” Warner Music Australia’s SVP of Commercial, Audience and Media, Simon Cahill, said. “It’s helped us identify future fans for our artists and their preferred communication styles, which has allowed us to deliver a pipeline of growth.”

Lyre’s Spirits’ global CMO, Paul Gloster, said the platform had been “ground-breaking”.

“I’ve had lots of experience running global brands and AP has removed one of my major operational barriers - trying to understand the impact of various strategies in various countries with no common theme or level of consistency,” he said.

“AP’s campaign strategies and reports all have a consistent foundation of thinking and relevance, founded in consumer behavioural data, packaged in a report. It makes it is easy to understand, compare and contrast outcomes for planning, ROI, and global best practice.”