Global attention measurement platform Amplified Intelligence has started working with cinema ad network Val Morgan on a study to use attention metrics to compare the effectiveness of cinema advertising with other media channels.
The research starts as audiences flock back to cinemas to see blockbuster hits such as the new James Bond movie No Time To Die.
The latest advancements in emotion AI and eye-tracking technology will be used to measure the actual attention generated by ads on the big screen and its impact on audiences relative to other screens, including TV, mobile and laptop.
Studies have shown a clear correlation between the amount of active attention an ad generates and increases in a variety of different brand and business metrics, including short-term advertising strength (STAS), brand memory and mental availability.
The aim of the study is to provide media planners and buyers with the tools and transparency they need to evaluate the unique value and relative performance of cinema advertising.
Prof Karen Nelson-Field, CEO and founder of Amplified Intelligence: “After years creating the most comprehensive database of attention to advertising across digital and TV, I’m really excited to expand our research to the big screen.
"There’s no doubt cinema offers advertisers something unique -- an unskippable environment free from distractions where its audiences even put away their phones to devote 120 minutes of their precious attention to watch.
“But what actual value does that bring to brands advertising on the big screen? And how does it compare with other channels? Until now, such questions have been hard to answer accurately. This new data collection will provide a clear picture of attention to big screen advertising and make it easy to compare its relative performance and value with other channels.”
Amplified Intelligence will use standing cameras positioned on the sides of participating cinemas’ screens to record the attention levels of consenting movie-goers. T
he results will then be analysed using the Adelaide company’s proprietary AI-powered technology and compared with its five-year database of attention to TV and digital advertising. The study will initially focus on cinemas in Australia, with plans to possibly expand the testing to other territories later in the year.
Guy Burbidge, Managing Director, Val Morgan Cinema: “We're delighted to partner with Karen Nelson-Field's team at Amplified Intelligence to provide independently-verified cinema attention metrics relative to other screens.
"We’re genuinely excited about the potential of comparative attention measures to inform AV channel selection, unveiling the true value of cinema’s role in the AV landscape.”
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