Val Morgan partnered with Amplified Intelligence to develop a bespoke, in-cinema attention measurement solution that replicated the natural viewing environment without disrupting the audience experience.
Understanding Attention in the Cinema Environment
Val Morgan Cinema has long recognised cinema as a high-impact advertising channel, offering an immersive experience that captures audience engagement. However, to provide advertisers with a clearer understanding of cinema’s true value, Val Morgan Cinema sought a way to quantify how attention is distributed across the pre-show, individual ads, and different audience segments. While the assumption was that cinema delivered high engagement, they needed concrete, data-backed insights to validate this and support strategic media planning.
Solution: Measuring Attention with attentionTRACE
To gain unparalleled insight into audience engagement, Val Morgan Cinema partnered with Amplified Intelligence to conduct an industry-first attention measurement study using attentionTRACE, Amplified’s gold-standard eye-tracking technology. The goal was to measure real human attention within the cinema environment, without disrupting the natural viewing experience to maximise the validity of the insights.
By leveraging attentionTRACE’s attention tracking capabilities, the study was able to provide granular detail on audience behaviour throughout the pre-show, allowing Val Morgan Cinema to assess attention levels across different ad durations, demographics, and positions within the order.
Execution: Capturing Real Human Attention in Cinema
Through a completely natural and immersive human measurement experience, Amplified Intelligence used attentionTRACE’s market leading capabilities to:
- Utilise gaze and eye-tracking technology to capture audience interaction
- Track audience attention levels across individual ads
- Measure variations in engagement by demographic, ad duration, and ad position
The results of which enabled Val Morgan Cinema to gain deeper insight into how audiences interact with cinema advertising, helping them to position cinema’s role within a broader media mix with greater clarity and confidence.
Outcome: A Clearer View on Cinema’s Attention Strength
The results provided Val Morgan Cinema with valuable, data-driven insights that confirmed cinema’s unique ability to hold audience attention. Through this study, Val Morgan Cinema was able to determine that:
- Cinema ads sustain high levels of active attention across their entire duration, in contrast to other AV channels where attention often declines
- Attention remains consistent throughout the entire pre-show, reinforcing that audiences are engaged from start to finish
- Attention levels vary across ad duration and break position, offering advertisers actionable insights on optimal ad placement strategies.
For Val Morgan Cinema, these findings reinforced the premium nature of cinema advertising, offering an objective measure of its ability to deliver sustained, high-quality attention. These insights provide advertisers with a stronger framework for channel selection, helping them assess cinema’s true value relative to other AV media options.
Benchmarking Media Through the Lens of Attention
“With a detailed understanding of how channels are viewed, headline costs can be benchmarked against actual value, far more relevant to objectives and outcomes. This enables more robust and meaningful comparisons about both role and position of channels, enabling the strengths of media formats to be leveraged for maximum effect.“ – Guy Burbidge – Managing Director, Val Morgan Cinema
Elevating Cinema’s Role in the Attention Economy
For Val Morgan Cinema, attention measurement has provided a new level of insight into cinema’s advertising impact. By working with Amplified Intelligence and leveraging attentionTRACE, they have been able to quantify the full value of attention in the cinema space, helping advertisers make more informed, data-driven media decisions.
Interested in measuring attention for your campaigns? Get in touch to learn more about attentionTRACE and how Amplified Intelligence is helping brands and media owners quantify real human engagement.
How attention can help you
Reduce ad spend wastage, streamline your campaign’s time to market and improve the effectiveness of your advertising performance, all the while empowering your teams with more meaningful data to make the right decisions time and again.
In the media buying space change is necessary, and accountability is a positive. We believe that attention metrics help highlight quality audience reach, and a truer return on your investment.
What we can help you track
Other Customer Success Stories
A UK online food delivery service wanted to improve the efficiency of its AV media mix – across TV, BVOD and YT.
Change in format use contributed to a 5% increase in reach, a 20% increase in active attention seconds and a 4.5% increase in active attention per reach point.
Irish National Lottery had become acutely aware that vanity metrics were the wrong tools for impacting memory. They were the first brand to license attentionPLAN® (2021)
In only 3 months after optimisation an 9% increase in their longstanding Distinctive Brand Asset Score.
Our Products
Understand how people are viewing your advertising.
Test your branded creative and messaging using real human attention in real environments. Ethical collection of human attention to advertising through GDPR compliant triple opt-in panels. Machine-learning models designed to create true omnichannel measurement and true comparison across environments, devices and formats.
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Plan your next campaign with the world’s most accurate and rich attention-based media planning tool.
Predict the amount of human attention your channel mix will attract and plan every detail of your campaign to increase the long-term lift of your brand. Use attentionPLAN® as a standalone web tool, or integrate it into existing systems through our advanced API offering.
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Using real human attention for in-flight campaign optimisation.
Attach an attentionPROVE® tag when you purchase your media to unlock valuable attention insights. Replace performance assumptions with a complete view of audience viewing behaviours, fuel instant optimisation by knowing which ad creatives, messages, and environments generate the highest quality attention.
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