UNSW has become the latest major academic institution to embed attention measurement into its media and advertising education, with Amplified’s pioneering methodologies, developed by Founder and CEO Dr Karen Nelson-Field, now included as part of their updated undergraduate courses.

This milestone marks a significant step toward bridging the gap between industry innovation and academic preparation, equipping the next generation of media professionals with the tools to understand and apply attention as a modern-day metric of advertising effectiveness.

A Human-First Approach to Media Education

Led by UNSW lecturers James Wiggins (Public Relations & Advertising Specialisation Lead) and Dr Dan Andrew (Program Director, Bachelor of Media), the curriculum refresh reflects a growing institutional focus on real-world relevance. Courses lean heavily into human-centric thinking, with a curriculum that includes audience-first planning, real-world commercial alignment, and cultural awareness in media strategy.

“We’re building future media leaders who understand that great media isn’t just about delivery - it’s about real people paying real attention. The inclusion of Amplified’s research supports that mission perfectly,” said Dr Dan Andrew.

“This partnership helps us both present  students with academic theory and guidance on commercial application. It’s rare to find data this robust and scalable, with proven ties to human behaviour and brand outcomes,” added James Wiggins.

Why This Matters

Amplified’s methodology, based on real-world, live environment testing of human attention using privacy-compliant facial landmarking, is now helping UNSW students understand the difference between what is served and what is actually seen. The decision to introduce this content aligns with recent global developments, including the IAB and ARF’s attention standardisation, which has formalised attention as a credible metric for advertisers and platforms alike.

Educating the Future, Not Just Reporting on the Past

This collaboration ensures students are learning from data-backed insights and rigorous, human-centric practices  that are driving today’s media investment decisions. It reflects Amplified’s long-standing mission to elevate the role of human-led measurement in advertising and to ensure the attention economy is not just a trend, but a standard for smarter media.

Amplified is proud to play a role in shaping the future of media education and looks forward to expanding our academic partnerships globally.

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