1. paying (for) attention lumen, powered by nectar 18th july 2017

2. Aimia:Lumen – ‘attention technology’
What is it?
Optimising media
Optimising creative
World’s first eye tracking panel
Understanding the reality of attention
Actionable insights, benchmarked to reality
32%
0.6 sec
19%
0.2 sec
11%
0.1 sec
Infrared eye tracking camera on laptop
Heatmap of a test page
Continuous data collection of 500 HH since Jan 2016
Benchmarks for sites and formats
A/B testing results
Tracking live sites rather than static mock ups
Feature analysis of specific visual elements
Norms for demographic groups
Nationally representative sample of Nectar card holders
Reporting tools and integration into DSPs
Normative comparison vs 50,000 ads served
Source: Lumen Research

3. Just because an aD can be seen…
Source: Lumen Research

4. … does not mean that it always will be seen
78% viewed
av. 1.7 sec
81% viewed
av. 2.1 sec
Source: Lumen Research n=83

5. The bad news: even ‘viewable’ digital ads don’t always get viewed
av. 0.9 sec
12% viewed
av. 0.4 sec
Source: Lumen Research
Based digital 77,343 viewable impressions
Viewable = 50% of pixels for 1+ sec

6. But brands can outperform the market if they invest in quality inventory – e.g., newsbrand sites
Newsbrand A
25%
Non-newsbrand B 4%
Source: Lumen Research
Based digital 77,343 viewable impressions
Viewable = 50% of pixels for 1+ sec

7. Ads on newsbrands get noticed sooner, and get looked at for longer
Source: Lumen Research
Based digital 77,343 viewable impressions
Viewable = 50% of pixels for 1+ sec

8. Fewer, better ads
Newsbrands tend to adopt a ‘fewer, better ads’ approach which concentrates attention on advertising
Newsbrands also tend to have more central and ‘in feed’ ad units that fit into readers’ natural gaze plots, rather than ads to the side of content - which can be subject to ‘banner blindness’ 4 3 5 1 2
Source: Lumen Research

9. Size - and movement - matters
Newsbrands support larger and richer formats, which results in increased attention
Billboard formats can achieve double the stand out and dwell time of smaller formats, given the same amount of viewable time
Simple video formats can be especially effective at capturing and holding attention
Source: Lumen Research

10. Relevance of content and context
Newsbrands provide the opportunity for contextually relevant advertising
Context can dramatically increase the attention given to accompanying advertising
In this test Eurotunnel advertising was served next to standard news content and specially commissioned branded content. Giffgaff advertising was used as a control
The dwell time with the ads next to the relevant content was significantly higher than norm, and vs the control groups 63
209
Eurotunnel not in context
436
215
Eurotunnel in context
100
Giffgaff on sponsored article
Engagement with Giffgaff ads has been re-based to 100

11. Relevance of content and context
We served Beats and Samsung ads next to the same content on Culture and Technology pages of a major newsbrand
Beats ads got far more aggregate attention on the Culture page – and Samsung more aggregate attention on the Technology page
Beats
Samsung
Culture
5.6”
2.1”
Technology
2.4”
4.7”
Source: Lumen Research
Based on 312 views of billboard + 2 MPUs on identical pages

12. What should brands do next?
Optimise creative design
A/B testing of creative to maximise stand out, dwell time, recall and ROI via webcam eye tracking
Optimise media buying
Integrating Lumen’s predictive models of attention into Avocet’s buying platform
20% stand out
0.3” dwell time
36% stand out
0.7” dwell time
Source: Lumen Research

13. Mike Follett Mike.Follett@Lumen-Research.com
Screenworks 320
22, Highbury Grove
London
N5 2EF
#LumenResearch
Thanks!
Mike Follett