Amplified Adds DIY Rapid Creative Testing Tool

Attention measurement specialist Amplified has Creative Testing AI, a self-service, fully automated solution giving predictive attention insights and actionable creative recommendations in under 24 hours.

Users can upload their video assets, set campaign goals, and receive a detailed report on how their social ads perform across major platforms, including specifics about where attention is gained or lost, and actionable recommendations for optimization.

Founded in 2017 by Dr. Karen Nelson-Field (pictured) and known until three months ago as Amplified Intelligence, the company uses proprietary research methods, AI-powered tech and a media planning platform to help brands and agencies run more efficient, impactful, and successful ad campaigns. Specifically, it promotes the importance of attention as 'the most valuable and important indicator of ad success'.

The firm says recent research conducted by Nelson-Field, in collaboration with Peter Field and Adam Morgan of eatbigfish, showed how 'dull' advertising 'is costing brands billions annually in wasted spend.' The new tool promises a full attention performance report within a business day of uploading creative; insights based on performance in real-world contexts across social and 'some' open web video placements; recommendations backed by the company's extensive archive of attention data; and freedom from onboarding or contracts, with access 'on demand' for either one-off or volume testing.

Nelson-Field comments: 'The data is clear: ads that fail to hold attention are costing brands billions. Amplified has spent years closing that gap, making science-backed media insights accessible to brands. Now, by unifying media and creative, we deliver human-centric insights that optimise creative in real-world media environments. Our new AI solution uses in-ad recognition to predict attention decay and creative performance offering a fast, scalable solution for any brand battling dull advertising in dull media.'

Web site: www.amplified.co .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.