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Technology Awards Case Studies Brand Strategy

How Amplified Intelligence changed an industry with machine learning


By Awards Analyst | writer

December 7, 2022 | 5 min read

Amplified Intelligence won Most Effective Use of AI Machine Learning at The Drum Awards for Digital Industries 2022 for the development of human attention metrics. Here, we uncover what makes the technology worthy of praise.


Amplified Intelligence developed AI that measures human attention / Credit: Amplified Intelligence

By and large, impressions are becoming less reliable as a currency in the advertising industry. This is partly because, until now, there hadn’t been a way to measure whether or not humans were even watching an ad.

Amplified Intelligence tackled this enduring problem. Its novel solution can tell if a human being is actually gazing upon an advertisement, all through machine learning.

If successful, this technology could greatly enhance the goal of all advertising: attracting people to a brand, having them remember it, and driving business growth.

The brief

The artificial intelligence developed by Amplified Intelligence combines eye-tracking technology with machine learning, innovative research design and marketing theory. The result is highly accurate.

According to the company, this formula not only answers fundamental marketing questions for the first time; it elevates the question of how effective advertising is, allowing brands to look at how an ad’s effectiveness varies in different conditions.

The idea

Amplified Intelligence’s proprietary technology delivers three insights: 'active attention' (meaning eyes on an ad), 'passive attention' (eyes near a screen but not the ad) and 'non-attention' (looking away from the screen).

These can provide granular details about human attention across sectors, be it gaming, mobile, television, audio, cinema or out-of-home.

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The results

According to Amplified Intelligence, their product has helped customers develop their best advertising campaigns yet.

Using its data insights, agencies have strategically adjusted their media plans, mitigating waste and increasing its reach. Clients include indie agencies like Hatched and Kaimera, and OMG Australia. Irish National Lottery, the first northern hemisphere brand to buy Amplified Intelligence's AttentionBuy Media Planner product, saw a 35% increase in their attention seconds.

This campaign won at The Drum Awards for the Digital Industries 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

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