Hatched Media implements Karen Nelson-Field’s AttentionTrace into planning

Melbourne indie media agency Hatched has adopted Amplified Intelligence’s AttentionTrace technology, developed by Karen Nelson-Field into its planning strategy.

AttentionTrace measurement media planner includes platforms such as YouTube, Facebook, Instagram, Twitter, TV and open web and collects new data every six  months. The planning tool focuses on attention metrics rather to drive planning in place of traditional metrics, already rolling out the technology with recently picked up client Cars24.

The attention metrics, in development by Amplified Intelligence, is being increasingly picked up across the industry, as Nine announced this month that is has partnered with the firm to conduct an “initial then ongoing piece of research to develop attention as a currency, so that clients will be able to optimise advertising across the Nine ecosystem against attention as a currency”.

Professor Karen Nelson-Field

Hatched managing partner, Stephen Fisher, said: “Attention planning is the way forward for agencies and being an independent agency, we’ve been able to move quickly to adopt this updated, contemporary planning methodology.  

Amplified Intelligence is reportedly working with four global holding groups, however the Australian indie is one of the first to put the technology at the centre of its buying.  Amplified Intelligence utilises research panel participants to gauge levels of attention people are giving when engaging with advertising on mobile devices and TV screens. The data collection currently comprises of 264,000 ad views with intentions to broaden to audio, out-of-home and cinemas.

Chief customer officer at Cars24, Erin Williamson, who announced Hatched in its roster of agencies earlier this month following a launch into the Australian market, said that the value of the new metrics were seen instantly.

“Attention has always been at the centre of effective comms and advertising, and as a new business in the Australian market, it’s vital to our marketing efforts. When the team at Hatched introduced us to AttentionTrace, we could instantly see the value. Cars24 is a category disruptor, delivering a more effective experience for the end-user, through technology. Hatched and AttentionTrace take the same approach.”  

Hatched Media’s Stephen Fisher

Fisher continued: “This is our first step in formalising planning firmly centred around attention. We’re excited to take this step and to work with Karen and her team who are at the forefront of attention metrics.” 

Hatched will shortly implement AttentionTrace across its other clients, which include AIA Insurance, Bapcor, CPA Australia, Dairy Australia, Judo Bank, Kennards Hire, Moose Toys, Mirvac. Open Universities Australia and Vision Super.

Amplified Intelligence’s Nelson-Field said that the advertising ecosystem is failing, and that the ultimate problem it is fixing is currency.

“Human attention measurement offers the opportunity to start to correct the failings of an impressions-based currency. Hatched has recognised the industry is on the precipice of change for how it plans and buys media. We’re excited to be working with them and we know their clients will reap the rewards.”  


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