Amplified
Attention measurement and prediction for advertisers, built on real human viewing data.
Private company- Sector
- Adtech
- Based in
- Adelaide, Australia
- Founded
- 2017
- Invested
- Sep 2021
- Formerly
- Amplified Intelligence
Amplified measures whether people actually pay attention to ads, rather than whether an ad was simply served or viewable. It collects observed human attention data across TV, digital, social, audio, out-of-home and cinema, and uses it to help brands, agencies and media owners plan and buy media.
Its AttentionAI product models how audiences are likely to engage with a piece of creative before it runs, analysing each frame of an ad against a dataset of billions of real attention data points.
The company was founded in Adelaide in 2017 by attention researcher Dr Karen Nelson-Field, and has offices in Adelaide, Sydney, London and New York. It traded as Amplified Intelligence before rebranding to Amplified.
From the notebook
All notesBig & small
Amplified's eye-tracking now powers rivals' YouTube attention scores
Adelaide, a US attention-measurement platform, just licensed real human eye-tracking data from Amplified to rate ads on Facebook, Instagram and YouTube, inventory it previously could only model. Amplified, built in Adelaide, South Australia, has always sold measured attention rather than predicted attention. The result: a small Australian startup now supplies the data behind how a bigger rival scores ads running on Alphabet's YouTube.
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