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Using attention

Attention explainers

Attention amplifiers

Amplified Unveils New Brand Identity Reflecting Evolving Business Focus

This marks a significant milestone in its journey as the company officially rebrands to Amplified, reflecting a more simplified and confident approach as the business continues to expand across markets..

Amplified CEO Anneliese Urquhart Named 2025 Top Women in Media & Ad Tech Honoree

Amplified CEO Anneliese Urquhart Named 2025 Top Women in Media & Ad Tech Honoree

Amplified CEO Anneliese Urquhart Named 2025 Top Women in Media & Ad Tech Honoree

Amplified CEO Anneliese Urquhart Named 2025 Top Women in Media & Ad Tech Honoree

Using attention

Using attention

Platform-Specific Attention Strategies: Tailoring Ads to Where They Work Best

No two platforms are built with the same user experience, and as a result produce different types and styles of attention from their audiences. Each has its own strengths and challenges, shaped by how audiences interact with content. To maximise your campaign’s success, you need to adapt your strategy to the unique characteristics of each platform. In this blog we show you how you can tailor your approach to engage, connect, and deliver results.

Using attention

Using attention

Platform-Specific Attention Strategies: Tailoring Ads to Where They Work Best

No two platforms are built with the same user experience, and as a result produce different types and styles of attention from their audiences. Each has its own strengths and challenges, shaped by how audiences interact with content. To maximise your campaign’s success, you need to adapt your strategy to the unique characteristics of each platform. In this blog we show you how you can tailor your approach to engage, connect, and deliver results.

Using attention

Using attention

Short-Term vs. Long-Term Campaign Objectives: An Attention Perspective

Ready to use attention in your marketing campaigns? Luckily for you, it's capable of delivering results in both short and long term campaigns. Here's how.

Using attention

Using attention

Short-Term vs. Long-Term Campaign Objectives: An Attention Perspective

Ready to use attention in your marketing campaigns? Luckily for you, it's capable of delivering results in both short and long term campaigns. Here's how.

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Dr Karen Nelson-Field ranked number 1 data scientist by B&T

Amplified’s Dr Karen Nelson-Field ranked number 1 in B&T’s top 10 data scientist list, recognised as the one of the global authorities in attention measurement and marketing insights.

Snapchat and Amplified reveal the power of AR with attention study

Measuring human gaze and attention reveals the power of AR in creating meaningful experiences – driving stronger brand recognition and boosting sales

Attention explainers

Attention explainers

Back to the future with attention segmentation

As attention data evolves, attention segmentation can revolutionise targeting strategies. This approach considers both active and passive attention, catering to brands at different stages of growth and provides a baseline by which other data can be overlaid, explains in this WARC Attention Applied article by Dr Karen Nelson-Field, Founder of Amplified.

TV delivers high active engagement, finds research by Amplified, RED C, and TAM Ireland

Amplified unveils partnership with RED C Research and TAM Ireland alongside latest takeaways: revealing the enduring power and attention-capturing capabilities of Linear TV and BVOD in Ireland.

Snap and OMD partner with Amplified to make AR attention measurable

Research collaboration enables live measurement of how audiences interact with Snapchat Lenses, providing the first accurate view of AR’s attention-seizing power.

December 15, 2023

Attention explainers

Attention explainers

WARC Attention Applied: The Nuance of Size (and the attention/outcomes relationship)

Dr Karen Nelson-Field shares research that underscores the importance of understanding the nuances of attention. The study, in partnership with a leading soft drinks firm found that tailoring attention strategies based on brand size can help achieve optimal business results and campaign success.

December 4, 2023

Amplified's attention platform now includes attention benchmark data

Access to accurate, human-centric data about platform and format-specific attention performance will help brands and agencies make strategic planning decisions using Amplified.

November 24, 2023

Using attention

Using attention

Attention, please: how to shift the dial on digital media’s new success metric

In the third and final part of The Drum’s series on the art and science of attention, measurement experts share advice for marketers to embrace the future digital media success metric.

November 7, 2023

New Pepsi research finds brand size shapes how passive and active attention drives outcomes

Amplified unveils PepsiCo Europe partnership alongside latest research takeaways: revealing how brand size impacts advertising gains and examining ad effectiveness across biggest social media platforms

November 2, 2023

Karen Nelson-Field named in Top 50 Women Gamechangers in TV for 2023

Amplified founder Dr Karen Nelson-Field has been named in Adwanted’s Top 50 Women Gamechangers in TV for 2023.

October 27, 2023

Attention explainers

Attention explainers

Why attention-adjusted reach curves are the next evolution in ad measurement

With attention metrics now highlighting the disparity between reach volume and actual attention volume, many media planners are not only wasting ad budgets, but also impacting commercial outcomes and brand growth. Karen Nelson-Field, Founder of Amplified offers a practical guide to marketers on how to use attention-adjusted reach curve to reveal the way audiences truly view ads, filling the gap left behind from traditional reach models.

October 10, 2023

Amplified partners with Chalice Custom Algorithms

Amplified partners with Chalice Custom Algorithms for attention-led bidding trials, boosting ad recall by 70%. Tests of attention-driven media buying in the US and Australia drive ROI and cut wastage