Melbourne-based independent media agency Hatched is working with technology company Amplified Intelligence to implement the attentionTRACE media planning tool.
Developed by the amplified intelligence of Karen Nelson-Field (main photo), and using participants from the research panel, attentionTRACE measures the level of attention people pay when engaging in advertising on mobile devices and television screens.
Currently, Amplified’s data collection includes over 264,000 ad views with ongoing updates and plans to expand the collection to include audio, outdoor, and cinema.
Hatched, Managing Partner Stephen Fisher, said, “Attention planning is the way forward for agencies and being an independent agency we have been able to quickly embrace this updated and contemporary planning methodology.
“This is our first step in formalizing strong attention-focused planning. We are excited to take this step and work with Karen and her team who are at the forefront of attention measures.
Hatched will use the tool to schedule all of the agency’s clients, including the recently launched CARS24.
Brand Director of Clientele Erin Williamson said: “Attention has always been at the center of effective communications and advertising, and as a new business in the Australian market, it is vital to our efforts to marketing.
“When the Hatched team introduced us to attentionTRACE, we immediately saw the value. CARS24 is a category disruptor, delivering a more efficient end-user experience, through technology. Hatched and attentionTRACE take the same approach.
Nelson-Field, Amplified Intelligence, said, “We know the advertising ecosystem is broken, but the ultimate problem we solve is money. Measuring human attention provides the opportunity to begin correcting faults in a currency based on impressions.
“Hatched recognized that the industry is about to change the way it plans and buys media. We are delighted to work with them and we know their customers will reap the rewards.