IPG Mediabrands announced that it has signed an agreement with Amplified Intelligence providing attention data to help fuel its IPG IQCPM tool. With attention, IQCPM will offer Mediabrands clients the ability to optimize their media selections based on the value of attention their media generates rather than the mere cost of an eyeball.
This is Amplified Intelligence’s first API deal with an Australian media agency to deliver in-depth cross-platform attention data directly into their tools.
Mark Coad, CEO of Mediabrands, said: âWe are delighted to be the first Australian media agency to partner with Amplified Intelligence on an API as we seek other ways to leverage our market leading approach to find and define value for our customers. It’s our reason for being and how we continue to generate success for our partners and customers.
Mediabrand’s proprietary IQCPM tool allows clients to step away from media pricing of impacts and focus on the value of attention the channel brings. Amplified Intelligence’s attentionTRACE is the world’s leading attention measurement platform, measuring across YouTube, Facebook, Instagram, Twitter, Tiktok, TV, and the Open Web in a growing list of markets including: USA, UK, AU, DACH, FR, CA, MX and C’EST Ã DIRE.
Nick Durrant (main photo), Managing Director of Magna, said: âThis is an important step in our evolution from impact negotiation to negotiation results for our clients. At Mediabrands, we believe that value can be measured in different ways, so we have created a suite of tools and value metrics to allow clients to focus on what is truly valuable to their business.
âNow we can offer more. If a customer values ââattention, we’ll use new tools, powered by Amplified Intelligence, to rate media against that metric. We are also developing sustainability indicators to allow us to optimize plans based on their environmental impact. These tools allow us to optimize our clients’ media investment in areas that they find really interesting.
âAttention is an accurate and efficient way to measure human interaction with media, making it a powerful predictor of brand choice and a powerful tool for reducing waste. This allows us to optimize much more precisely the results that our customers are trying to achieve, âconcluded Durrant.
Professor Karen Nelson Field, CEO and Founder of Amplified Intelligence, said, âWith attention metrics, Mediabrands will be able to demonstrate to its clients what we have long known: the amount of attention that a flat -form or a format generates is systematically linked to various business reminders. Attention measurement is vital to the future of planning and commerce, and we are changing the way the advertising industry views the effectiveness of its media investments. The attention economy is here and we’re excited to be working with Mediabrands at the forefront. “
The partnership takes effect immediately.