Pay attention: Mediabrands inks attention deal with Karen Nelson-Field's Amplified Intelligence, says ESG metrics next
IPG Mediabrands has inked a deal with Amplified Intelligence to bring its attention data directly into the group's planning and buying tools via API. The holdco said it is also working up sustainability metrics.
What you need to know:
- IPG Mediabrands has struck a deal with Amplified Intelligence to ingest its attention data directly into its planning and buying tools via API.
- It means advertisers can pay for attention and outcomes rather than legacy media metrics.
- The holdco said sustainability metrics will come next.
IPG Mediabrands has inked a deal with Amplified Intelligence to bring its attention data directly into the group's planning and buying tools via API.
It means advertisers can chose to optimise ad buys for media where people are more likely to be paying attention.
The firm said it is also working on sustainability metrics, as are the likes of GroupM, with media agencies increasingly pressing media owners on their environmental, social and corporate governance (ESG) credentials.
Amplified Intelligence’s attentionTRACE measures attention across YouTube, Facebook, Instagram, Twitter, Tiktok, TV and the open web and is on the path to going global.
Nick Durrant, Managing Director of Magna said the deal represents a shift "away from the trading of impacts towards trading outcomes" for brands.
“If a client values attention we will use new tools, powered by Amplified Intelligence, to value media based on this metric. We are also developing sustainability metrics to allow us to optimise plans based on their environmental impact."
Prof. Karen Nelson Field, CEO and founder, Amplified Intelligence said: "Attention measurement is vital to the future of planning and trading, and we are changing how the advertising industry thinks about the effectiveness of their media investments. The attention economy is here and we are excited to be working with Mediabrands at the forefront.”
The partnership is effective immediately.
Mi3 Special Report: Australia Post-Cookies, Post-Privacy
- How brands including ANZ, CommBank, Adore Beauty, Little Birdie, Menulog and Westpac are racing for new privacy-compliant ways to market to customers as platform and regulatory changes bite.
- Report covers all of Australia‘s major publishers, their strategies.
- All major alternative IDs covered.
- Plus marketing consultancies, tech provider and agency insights.
- Independent Mi3 report, based on 35-plus interviews, supported by MiQ and Resolution Digital.
How brands including CommBank, Adore Beauty, Little Birdie, Menulog and more are racing for new privacy-compliant ways to market to customers as platform and regulatory changes bite.Get ahead of the curve. DOWNLOAD THE REPORT HERE DOWNLOAD your 67-page report here.
Australia’s grocery buyers have changed how they buy, and they expect brands to find them at every touchpoint: Here’s what every FMCG marketer needs to know.
Australians and Kiwis are world leaders in cyber weekend shopping. Not even the birthplace of Black Friday and Cyber Monday reached the heights of bargain hunting we did this year. Salesforce's Jo Gaines shares her top lessons from a weekend which either set retailers for a great end of year or have them chasing consumers into Christmas.
Imagine if Australian broadcasters and publishers knowingly on-sold people’s data, played a role in genocide or fuelled body image issues in teenagers. Brands would be boycotting them in droves and insisting they be held to account. Yet that’s exactly what other media platforms are doing with impunity. ThinkPremiumDigital’s Venessa Hunt asks why.