Phil Townend kicks off Magnetic’s inaugural speaker event with keynote session at Te Papa

Magnetic recently launched its inaugural speaker event at Te Papa Wellington on 19 June. Phil Townend, CEO of Magnetic, delivered a keynote titled “Unlocking The Attention Economy,” providing insights into how marketers can better capture audience attention.

Townend discussed the importance of understanding audience attention to reduce wasted advertising spend, which Magnetic defines as branded moments in ads playing out when less than 20% of paid viewers are still actively looking. He shared that this wastage is as high as 58%, equating to $1.89 billion annually in the New Zealand market.

The discussion highlighted the need to use attention data to inform the role of each media channel and to build creative content that maximises the limited attention available on different platforms. He also explained how predictive analytics is transforming the creative process by allowing for detailed analysis of any visual ad creative, enabling fine-tuning and optimisation before they go live.

Reflecting on the event, Townend says: “This series is a fantastic opportunity to share and discuss innovative strategies and technologies that can revolutionise media and creative measurement and optimisation. It’s about making every advertising dollar count by moving from viewable to viewed, and ensuring ads are seen and engaged with.”

The event provided a platform for interactive discussions and networking, allowing industry professionals to exchange ideas and insights. Designed to foster industry collaboration and innovation, these events will continue to be hosted by Magnetic throughout the year. The next event is scheduled for Auckland in 2024. For details on upcoming events, keep an eye on the Magnetic website or LinkedIn page.