Karen Nelson-Field, Ph.D. is a founder of Amplified Intelligence, the world’s most trusted source for accurate attention measurement.
Amplified Intelligence delivers products and solutions that help brands understand whether their ads were seen or simply served. They use machine learning tools to accurately measure the time spent on paid media which helps brands predict attention and drive better advertising and efficiency outcomes. Nelson-Field founded the company to address the need for brands to receive trusted and reliable attention and audience data.
Challenge
To effectively bring its industry-leading attention product to market, Amplified Intelligence needed access to a global pool of respondents who are actively engaged with various media platforms, including Facebook, Snapchat, and TikTok. Enter Cint.
Solution
As a long-term partner of Cint, Amplified Intelligence has solved the initial challenge of accessing global panels and has since focused its efforts on maximizing the outcomes of Cint’s technology through broadening and deepening integration since 2021.
In order to collect industry-leading attention measurement data, Amplified Intelligence leverages its proprietary technology alongside Cint’s expansive panel offering. Using advanced eye-tracking software and machine learning, Amplified Intelligence collects granular, second-by-second attention data from real audiences engaging with digital media across platforms like TV, Facebook, Snapchat, and TikTok.
This passive, in-the-moment tracking enables Amplified to measure not just whether an ad is viewable, but how much real human attention it commands. The integration with Cint allows for seamless, scalable, and rapid deployment of these studies across multiple markets, ensuring that advertisers receive high-fidelity, real-world insights into how their ads are actually consumed.
Benefits
1. Scale
In Nelson-Field’s words, Cint offers “extremely vast access to panels in a way that the technology can be overlaid with Amplified Intelligence technology to access panels in any country”.
“The big solve was many years ago,” says Nelson-Field. Underlining the strong ongoing partnership between the companies she adds, ‘‘Thanks to Cint, Amplified Intelligence was able to scale data collection methodology and systematize processes’ to drive efficiency, productivity and achieve client outcomes.”
2. Speed
“Cint allows us to drop into a country at a moment’s notice for us to access panels to collect data at a moment’s notice,” says Nelson-Field.
Cint is integrated with over 800 supplier partners across 130 countries, offering unparalleled access to participants worldwide, all easily accessible via a single solution to decrease the time to insights and provide the highest quality insights 24/7.
3. Problem-solving
“There’s never a project too difficult and there’s always a solution,” comments Nelson-Field. “Cint are the masters of workarounds and certainly masters of scale.”
The combination of Cint’s innovative and flexible technology and in-house industry experts allow us to take on even the most complex research challenges.
“We’ve not thought to work with anyone else for many many years because of the nature of Cint’s offering to support our business.”
Results and Conclusion
“Cint is our partner in business and we have not thought to work with anyone else for many years due to the nature of the offering and support of our business,” says Nelson-Field. We expect our partnership with Cint to deepen and we’re encouraged by its commitment to innovation and are excited to explore deeper integrations.”
“The advertising model has underpinned the content economy for such a long time, yet much of measurement is based on blunt force metrics such as opportunity to see rather than the more relevant and valuable capturing of attention to adverts. Working with Amplified Intelligence on the frontiers of this research has been an exciting journey for us at Cint, and as we enter into our fourth year of partnership, we’re looking forward to supporting Amplified Intelligence in their continued push to make media trading fair and accountable”, says Harvey Tran.
