Karen Nelson-Field
| Karen Nelson-Field | |
|---|---|
| Born | |
| 🏳️ Nationality | Australian |
| 🏫 Education | PhD, University of South Australia |
| 💼 Occupation | Media researcher, author, entrepreneur |
| 👔 Employer | Amplified Intelligence |
| Known for | Research on advertising attention; founder of Amplified Intelligence |
Karen Nelson-Field is an Australian media researcher, author, and entrepreneur known for her work on attention measurement in advertising. She is the founder and chief executive officer of the attention-measurement firm Amplified Intelligence.[1][2]
Early career and academic background
Before her academic career, Nelson-Field held commercial roles at Diageo, News Corp, and the South Australian Tourism Commission. She then completed her doctorate at the University of South Australia and spent approximately ten years as a researcher at the Ehrenberg-Bass Institute for Marketing Science, where her work focused on social-media measurement, video sharing, and advertising effectiveness. She has also previously held an academic appointment at the University of Adelaide as Professor of Media Innovation.[1]
Her 2012 research on brand engagement on Facebook, co-authored with Erica Riebe and Byron Sharp and published in the Journal of Advertising Research, reported that only around one per cent of a brand's Facebook fans actively engage with its content. The study attracted international coverage, including in Ad Age, the Daily Telegraph, Forbes, and CNBC.[3][4][5][6]
Amplified Intelligence
Nelson-Field founded Amplified Intelligence, an attention-measurement technology company, in 2017. The company developed a methodology that uses gaze-tracking to measure how much active attention viewers pay to advertisements across different media formats.[7]
The company's methodology has been adopted by, or used in research partnerships with,[weasel words] major advertising agencies, technology platforms, and publishers, including Omnicom Media Group, Yahoo!, Dentsu, Snap, Netflix, and YouTube.[8][9][10][11][12][13][citation needed]
Books
Nelson-Field is the author of three books:[non-primary source needed]
- Viral Marketing: The Science of Sharing (Oxford University Press, 2013) ISBN 978-0195527988 Search this book on
. - The Attention Economy and How Media Works: Simple Truths for Marketers (Palgrave Macmillan / Springer, 2020) ISBN 978-9811515392 Search this book on .
- The Attention Economy: A Category Blueprint (Palgrave Macmillan, 2024) ISBN 978-9819700837 Search this book on .
Other work
From 2017 to 2019, Nelson-Field wrote a monthly column on advertising and media research for the Australian Financial Review.[14][non-primary source needed] She has also contributed columns and analysis to WARC, Marketing Week, and Mi3.[15][16]
In 2024, her research was cited in a Forbes analysis of an industry debate with Byron Sharp over the role of attention metrics in advertising effectiveness.[17][citation needed]
In March 2026, Nelson-Field was named as one of the founding members of Illuminari, a marketing consultancy collective featuring Rory Sutherland, Les Binet, Orlando Wood, Margaret Heffernan, Richard Shotton, and other senior marketing figures.[18][better source needed]
Recognition
- Telstra Business Women's Award for Business Innovation (2014)[citation needed]
- AdMonsters + AdExchanger Top Women in Media & Ad Tech, Game Changer (2022)[2]
- Campaign Asia-Pacific Tech MVP Award (2022)[19]
- B&T #1 Data Scientist in Australia (2024, 2025)[20]
References
- ↑ 1.0 1.1 "Karen Nelson-Field's career checklist: from 'Dumb Blonde' to CEO". Campaign Asia.
- ↑ 2.0 2.1 Marley, Olivia (10 April 2023). "May the Best Attention Metric Win". AdWeek.
- ↑ Nelson-Field, Karen; Riebe, Erica; Sharp, Byron (2012). "What's not to "like"? Can a Facebook fan base give a brand the advertising reach it needs?". Journal of Advertising Research. 52 (2): 262–269.
- ↑ Creamer, Mathew (27 January 2012). "Study: Only 1% of Facebook 'Fans' Engage With Brands". Ad Age.
- ↑ Green, Laurence (10 March 2012). "Think Tank: Facebook — from social to commercial". The Daily Telegraph.
- ↑ Savitz, Eric (13 March 2012). "Community Beyond Facebook: Making Every Brand Social". Forbes.
- ↑ McIntyre, Paul (30 September 2021). "Canva, Afterpay execs behind investment fund Ten13; close $3m deal on Karen Nelson-Field's global ad attention platform". Mi3.
- ↑ Neff, Jack (16 August 2021). "Omnicom looks to measure ads based on consumer attention". Ad Age.
- ↑ Lafayette, Jon (17 July 2024). "CTV Commercials Deliver More Attention Than Other Digital Video Formats: Research". Broadcasting+Cable.
- ↑ "Snap & OMD Partner with Amplified Intelligence to Make AR Attention Measurable". ExchangeWire. 14 March 2024.
- ↑ "Snap, Amplified Intelligence seek to measure AR attention". Advanced Television. 14 March 2024.
- ↑ "Netflix introduces active viewing metric, raft of engagement measures, partnerships and modular video to up the ante on advertising". Mi3. 6 November 2025.
- ↑ "'Fit for TV' YouTube channels drive higher ad attention than non-premium video". The Media Leader.
- ↑ Nelson-Field, Karen (26 November 2017). "Karen Nelson-Field: My life as a whistleblower". Australian Financial Review.
- ↑ Ritson, Mark (6 September 2022). "Marketers should pay more attention to attention". Marketing Week.
- ↑ McIntyre, Paul (5 April 2023). "'Reach curves have gone rogue': Karen Nelson-Field warns 'scrollable media' attention decay cuts audience reach volumes by up to 70%". Mi3.
- ↑ Taylor, Charles R. (3 September 2024). "Do Attention Levels Drive Advertising Effectiveness? Byron Sharp Says No — And He Has A Point". Forbes.
- ↑ Virdi, Amrit (5 March 2026). "New consultancy brings 'world-class thinking' to marketing's biggest issues". Marketing Week.
- ↑ Barbara, Andrew (23 June 2022). "Tech MVP 2022: Amplified Intelligence". Campaign Asia.
- ↑ "Get A Download On Adland's 10 Best Of The Best Data Scientists". B&T. 15 June 2023.
External links
Category:Living people
Category:Australian women academics
Category:Australian women business executives
Category:Australian women writers
Category:21st-century Australian businesswomen
Category:21st-century Australian non-fiction writers
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