Last Thursday 18th August, Val Morgan Cinema launched their Big Screen Attention event to over 100 of WA’s finest media, creative and client side professionals for an open discussion around the attention economy, joined by a very special guest – Professor Karen Nelson-Field, Founder and CEO of Amplified Intelligence.
Nelson-Field led the presentation, sharing preliminary findings for Val Morgan – suggesting the unmatched power of cinema in active attention, with no wastage and zero decay across the entire length of an ad.
“It is the highest number [we’ve seen so far for active attention]. But it’s common sense – the things that distract you normally are not there [in cinemas],” said Nelson-Field. “It shows that the functionality of the platform causes distraction or causes attention.”
The presentation was followed up by an industry panel discussion with Haylee Felton, General Manager- Brand and Marketing, RAC, Angela Naaykens, Head of Media and Analytics, The Brand Agency, Matt Wilson Creative partner at Significant Other, Guy Burbidge, Managing Director Val Morgan Cinema and Michelle Hawkins, WA Sales Director Val Morgan joining Nelson-Field on stage to discuss the impact her research will have on media planning and creative execution.
Rounding out the launch was an intimate senior industry lunch where attendees were encouraged to be part of a closer conversation with Nelson-Field to understand the full scope of the attention research conducted and to understand the future of attention metrics from multiple perspectives.
Photography at the Palace Cinema were taken by Jackson Healy, photos by Megan Camp at Stables Bar event.