Amplified Named Attention Partner for Video Futures Collective
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Amplified Selected as Attention Measurement Partner for Video Futures Collective
Amplified Selected as Attention Measurement Partner for Video Futures Collective
Amplified is pleased to announce its selection as the official attention measurement partner for the Video Futures Collective (VFC), an alliance of Australia’s foremost video streaming platforms, including Disney Advertising, Foxtel Media, Samsung Ads, SBS on Demand, Vevo, and YouTube. With the VFC’s ongoing efforts to drive innovative industry research, Amplified will lead an ambitious project focused on measuring and amplifying attention within premium video environments.
The VFC, established in April 2024, is a thinktank dedicated to uniting premium video platforms in Australia to advance the future of digital video advertising. Speaking at Foxtel Media’s 2025 Upfronts, Toby Dewar, Director of Customer Engagement at Foxtel Media and member of the VFC steering committee, underlined the critical importance of this research.
“The Video Futures Collective was created to strengthen and elevate the premium video sector in Australia. Partnering with Amplified allows us to fulfil the industry’s need for data-driven insights on the powerful role of attention in video advertising,” Dewar said.
Amplified and Omnicom Media Group:
Australia’s Largest Study on Attention in Video Advertising
In collaboration with Omnicom Media Group (OMG), Amplified will conduct Australia’s most extensive study to date on attention and context amplification within video streaming. This landmark research will help establish metrics for high-attention, low-clutter environments, exploring the impact of premium content on advertising effectiveness.
The study will focus on three core areas:
- Attention Metrics (active, passive, and non-attention)
- Attention Drivers (such as device, channel, programme, daypart, and ad length)
- Attention Amplifiers (ad context and demographics)
This in-depth approach aims to quantify the unique role of attention in delivering effective outcomes for brands, creating a robust framework for understanding the influence of high-quality, must-watch content on advertising impact.
Dr Karen Nelson-Field, Founder of Amplified, explained the study’s importance:
“Attention is the gateway for advertisers to drive real outcomes from their media investments. This project will provide significant data on audience engagement with premium content, laying the groundwork to understand how high-quality, must-watch content translates into advertising effectiveness. We are excited to establish the role of attention as a crucial driver of brand success.”
Additional Cross-Platform Research with BeatGrid and MAGNA
In addition to Amplified’s work on attention, the VFC is also collaborating with BeatGrid, MAGNA Global, and Wesfarmers on a research project that examines the impact of cross-platform video advertising in achieving both media and business objectives. Using BeatGrid’s Audio Content Recognition (ACR) technology, this study will deliver insights into cross-platform reach, incrementality, and brand lift, with an initial focus on the retail sector.
Lucy Formosa Morgan, National Managing Director at MAGNA, highlighted the value of these collaborative projects, stating,
“In today’s fragmented media environment, brands need proven insights to optimise media mix and demonstrate the business value of advertising. These projects with Amplified and other partners are essential to providing the evidence and tools necessary to move the industry forward.”
Insights Expected in Q1 2025
Results from both research projects are anticipated in the first quarter of 2025, providing crucial insights for brands, agencies, and media platforms. As Amplified leads the attention measurement initiative, the VFC is set to deliver unparalleled insights that reinforce the importance of attention and context in driving effective video advertising.
By spearheading this research, Amplified remains committed to delivering actionable data that empowers brands and agencies to harness the full potential of premium video environments, establishing a strong foundation for the future of video advertising in Australia.
For more information about some of Amplified’s past collaborations and projects you can access case studies here.
Not all impressions are equal, and reach doesn’t guarantee engagement. Amplified’s Campaign Strategy tools use real human attention metrics to help you predict and optimise media performance before launch.
Your campaign's already live, great. But even the best executions can benefit from a fresh lens. Amplified’s in-flight attention measurement gives you clear, science-backed insights into how your creative and placements are performing while there's still time to level-up results.
Through bespoke research studies, we help brands, agencies and platforms measure attention where it matters most, across TV, social, CTV, DOOH and more. This in-depth research helps you ensure that your media investments are seen, engaged with, and delivering true impact.
Test, refine and optimise with attention-first insights. From creative testing to bespoke data analysis, we help brands, agencies and platforms improve performance.
Amplified offers flexible, API-driven integrations, making it easy to activate real human attention data within your existing platforms and tools. Whether you’re an agency, publisher, platform or brand, our integrations ensure attention insights are directly embedded into your workflow, powering smarter, more effective decision-making.
If you’re looking to take attention beyond a one-off study or standard integration, a partnership with Amplified unlocks exclusive access to research, insights, technology and strategic collaboration that transforms how you measure, plan and execute media.
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