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QMS and Amplified Intelligence to roll out OOH attention study nationally

Four months after launching a pilot study on the Gold Coast, audience measurement company Amplified Intelligence and digital out-of-home (OOH) provider QMS are preparing to rollout their privacy-compliant world-first OOH attention study nationally.

Speaking exclusively with Mumbrella on Tuesday, QMS chief strategy officer Christian Zavecz said the research was about offering their clients a better understanding of attention to help them create more effective campaigns.

Karen Nelson-Field, CEO, Amplified Intelligence

First announced in June, the partnership between Amplified Intelligence and QMS seeks to transform attention measurement in the OOH industry, with QMS focused on elevating its accountability, audience understanding and client results. The study has also sought to better understand how attention in OOH advertising relates to memory retention, brand choice and growth.

With the success of the feasibility study just the first stage of the research, Zavecz  emphasised the impact of “uniformity of metric cross channels” for the OOH industry, ultimately enabling media buyers to directly compare the effectiveness of OOH to other advertising channels.

As to how the OOH attention measurement model worked, Amplified Intelligence CEO Karen Nelson-Field explained it was much the same as the eye and face tracking technologies used across the likes of mobile, TV and cinema.

Cameras installed on digital OOH properties use face tracking technologies to determine when a person was looking at an ad. The only difference, said Nelson-Field, is “the mathematics behind the model changes relative to the distance from the camera”.

In addition to face tracking, the research also uses “pose tracking”, a new technology that detects whether the viewer is a dog or a human.

“Being able to use the same mathematical models and use the same application, which is active passive and non attention is really, really important,” said Nelson-Field. “There’s no point having multiple different metrics between format as it means there’s no relativity in the industry.”

She noted also the three PhDs behind the model ensured its accuracy, with accuracy not only have been built into the models from a mathematical perspective, but that Amplified Intelligence used additional methods in the case of an error, to “predict within that error”.

“As an advocate for change in our industry, it’s amazing to be able to work on the channel and to include a really valuable additional media type, which hasn’t traditionally been included because these sorts of things are a little bit more difficult to measure,” she said. “So from my side, I’m excited about being able to include OOH in Attention Plan in the near future, which is essentially a tool that it equalizes the error that sits behind reach planning.”

Christian Zavecz, chief strategy officer, QMS

Zavecz added that while this preliminary study has just been a “first step” for QMS, he was excited to be able to scale the research and ultimately deliver usable metrics for their clients.

“From our perspective, the real purpose and objective of the pilot was not to actually have numbers out there but was to test the models. So from me, from our perspective, it’s a huge success because of the positivity of the numbers.”

While there were not yet “specific details” to share about how QMS and Amplified Intelligence planned to roll out the study nationally, he revealed that there was a “program in place”, with the next phase centering on validation of their results.

“Before the end of the year the aim is to proceed to that next phase and after that we will continually expand the study into other assets,” said Zavecz. “Because the reality of it is it’s a very difficult, nuanced medium, to be able to get a full understanding of.”

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