Hatched Media implements Karen Nelson-Field’s AttentionTrace into planning
Melbourne indie media agency Hatched has adopted Amplified Intelligence’s AttentionTrace technology, developed by Karen Nelson-Field into its planning strategy.
AttentionTrace measurement media planner includes platforms such as YouTube, Facebook, Instagram, Twitter, TV and open web and collects new data every six months. The planning tool focuses on attention metrics rather to drive planning in place of traditional metrics, already rolling out the technology with recently picked up client Cars24.
The attention metrics, in development by Amplified Intelligence, is being increasingly picked up across the industry, as Nine announced this month that is has partnered with the firm to conduct an “initial then ongoing piece of research to develop attention as a currency, so that clients will be able to optimise advertising across the Nine ecosystem against attention as a currency”.
