• by Joe Mandese  @mp_joemandese, August 22, 2012

Why take a page out of National Lampoon’s “Read This Magazine Or We’ll Shoot This Dog” playbook? Because Wave Collapse Founder Joy Liuzzo says you will die if you don’t listen to the content of this post. Liuzzo is the “research presentation” on Day Three of the Mobile Insider Summit, and she’s supposed to be presenting something on the “Myths Of Discoverability,” but she’s started off on something much bigger: Quantum physics, and, oh yeah, survival of the fittest.

Quoting physicist Max Planck, Liuzzo cited his principle of people accepting (or not) a “new scientific truth.”

“You don’t have to convince people of a new scientific truth,” she paraphrased, adding, “eventually they will die.”

Actually, eventually we will all die, right? Unless the new scientific truth being embraced involved immortality, but somehow Liuzzo actually seems to be talking about mobile media – I think.

So enough with Liuzzo’s “daily physics lesson,” let’s get to her more relevant points. And to that point, she started her presentation by making an especially pointed one – a pin-pointing one, you might say. And it involved audience participation from the Mobile Insider Summit crowd.

So instead of simply explaining what Liuzzo made us do, let me suggest you do it to. So I’ll begin by you cupping your hands on the side of your face to mimic a horse blinder-like view of the world. Now look at the screen you’re reading this on. What do you see? Or to quote Liuzzo, “Tell me folks, what do you see. Do your eyeballs go only in a certain direction? Are you hyper focused?”

I’m guessing that Liuzzo’s audiene participatory device wasn’t intended to suggest that we walk through the world with a set of blinders on, but to make a visceral point about, “Why small is actually sometimes better,” especially for advertisers.

She then revealed a "secret" that tiny ads on hand-held screens are actually a good thing, as long as consumers are hyper-focused on them.

“It doesn’t matter if people click on your ads, if their eyeballs are on your ad, you’ve got their attention,” she said.

Do we have yours?