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Attention metrics to ramp up in APAC as Amplified Intelligence opens new office


By Danielle Long | Acting APAC Editor

January 30, 2023 | 4 min read

Amplified Intelligence, the omnichannel attention measurement company, aims to tap into the growing demand for attention metrics in APAC with the launch of an office in Sydney.

Amplified Intelligence

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

The tech firm, launched by acclaimed media science pioneer Professor Karen Nelson Field in 2017, aims to service existing clients in Sydney such as Foxtel Media, Meta, Omnicom Media Group, WPP, Publicis, and Dentsu.

Amplified Intelligence aims to "revolutionise the way media is traded to focus on attention, making it fairer and more accountable".

Amplified Intelligence uses AI and deep learning algorithms to provide ad performance insights, across environments, based on true human attention.

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.

Last year, Nelson-Field partnered with effectiveness gurus Peter Field, Rob Brittain and the Advertising Council of Australia to create a groundbreaking report of attention metrics.

The report To ESOV and Beyond identified a clear link between a brand’s consumer mental availability, its extra share of advertising voice (ESOV) versus competitors and key business growth and metrics.

The landmark report was the first time that ESOV had been examined with mental availability and provided a significant endorsement of attention metrics.

Amplified Intelligence, which already has offices in Adelaide, London and New York, said the Sydney team would enable the firm to provide "on-the-ground service and support" to agencies, media owners and brands in the region.

Daniel Lyas, VP of Customer Success and the first employee in the Sydney office, said, “Having ‘feet on the street’ in Sydney is key to the global growth of the business and developing our customer relationships long-term”, says Lyas. “As our attention technology suite continues to grow and evolve, I’m looking forward to undertaking customer success activities, running workshops, and spending more face-to-face time with our product users. This second office will help ensure our clients in Australia get the maximum value from what Amplified Intelligence has to offer.”

Modern Marketing Diversity & Inclusion Media Planning and Buying

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