Australia’s leading DOOH media company QMS announced it has joined forces with audience measurement company Amplified Intelligence to conduct the first OOH attention study of its kind. The results of the groundbreaking study will be released later this year, says a report posted on the QMS website.

“The partnership will see QMS further its focus on accountability, audience understanding and client results that will help drive the global OOH industry into the future. Together the study will explore the relationship attention has in OOH advertising as well as how it relates to memory retention, brand choice and growth,” the report states.

“There is no question the future of advertising will lean on attention as a more sophisticated and accurate way of evaluating client campaigns and we are excited to drive this initiative forward within the OOH industry through Amplified Intelligence’s proven and accepted methodology,” says Christian Zavecz, QMS Chief Strategy Officer.

Amplified Intelligence is the globally acclaimed, Australian-based leader in attention measurement. Its aim is to improve long-term understanding of the relationship between human attention in advertising and the brand measures on which clients rely.

“Good attention data is about natural viewing environments and every new environment we collect in strengthens attention as a key metric for advertisers,” cites Prof. Karen Nelson-Field, Amplified Intelligence CEO and Founder.

“As the ad industry shifts from traditional reach metrics to those that measure actual human attention, the goal of our study with QMS is to provide planners, buyers and advertisers with powerful and transparent measurement needed to evaluate the value and relative performance of OOH advertising,” she says.

QMS’ work with Amplified Intelligence is the latest example of its market-leading research and data initiatives that has also seen the digital-by-design business launch its Q-Data offering which includes its intelligent audience data and insights platform and three global-first neuroscience research studies.