Amplified Intelligence & Val Morgan partner on new study

Attention metrics measurement platform Amplified Intelligence is working with cinema and outdoor media company, Val Morgan to produce a study on the effectiveness of cinema advertising.

The study will compare big screen advertising against other media channels, following the recent reopening of cinemas.

The new research will use Amplified Intelligence’s emotion AI and eye-tracking technology to measure the “actual attention generated by ads” in cinemas, and its impact up against other screen channels such as TV, mobile and laptop.

Amplified Intelligence is bringing attention metrics to cinema

Professor Karen Nelson-Field, CEO and founder of Amplified Intelligence, said: “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.”


Guy Burbidge, managing director at Val Morgan Cinema, said: “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.”

Amplified Intelligence will use standing cameras “positioned on the sides of participating screens” to record the attention levels of cinema patrons. The footage will then be analysed by the company’s AI-powered technology and compared against its database of attention to TV and digital advertising. The study will primarily focus on Australian cinema.

The company said that as “the ad industry moves away from traditional reach metrics in favour of metrics that measure actual human attention, 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”.

Amplified Intelligence offers clients and advertisers new proprietary metrics on how much attention is being paid to campaigns, in order to help maximise media spend and drive more efficient outcomes.

Nelson-Field appeared on the Mumbrellacast this year to speak about the company’s work with independent agency, Hatched, the new planning tool AttentionTrace, and how the attention metric is being brought to the fore by media planners.

Headquartered in Adelaide, Amplified Intelligence works with brands and agencies including OMD, WPP, Shell, Mars, Pepsi, Twitter and Facebook.

In September, Amplified Intelligence closed a post-seed funding round of $3 million from Ten13, an investment syndicate co-founded by Aussie tech entrepreneur Steve Baxter, in order to fund further expansion.


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