Karen Nelson-Field

Jan 19, 2025 | mumbrella.com.au | Karen Nelson-Field |Lauren McNamara

A decade after launching viewability metrics, the Media Ratings Council is moving to standardise attention metrics globally. That means buying media based on attention metrics will scale faster and clients across the globe need to get well acquainted with attention which looks beyond legacy metrics that focus too much on eyeballs alone.

Sep 30, 2024 | contagious.com | Karen Nelson-Field

Give me a little more detail. The researchers used eye tracking and face-detection software to gauge people’s attention levels while they browsed their personal Pinterest pages, and then asked them a series of questions about the ads they encountered. In total, 59,000 ads from 40 brands across various sectors and countries were analysed. And each brand was categorised as either big or small by analysing market share figures.

Oct 30, 2023 | campaignasia.com | Karen Nelson-Field

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 and CEO of Amplified Intelligence offers a practical guide to marketers on how to use 'attention-adjusted reach curves' to reveal the way audiences truly view ads, filling the gap left behind from traditional reach models.

Oct 26, 2023 | performancemarketingworld.com | Karen Nelson-Field

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 and CEO of Amplified Intelligence offers a practical guide to marketers on how to use 'attention-adjusted reach curves' to reveal the way audiences truly view ads, filling the gap left behind from traditional reach models.

May 11, 2023 | the-media-leader.com | Karen Nelson-Field |Andrew Spurrier-Dawes

Opinion: Strategy LeadersBad digital measurement tactics are everywhere, and they need to be reconsidered using common sense. We are coming out of the “because we can we should” era of digital media where the seemingly infinite range of formats, targeting, vendors, publishers, tech and data led to a seemingly infinite range of ways to measure.