Attention Mobile! How attention technology can boost your mobile advertising - Mike Follett, Managing Director, Lumen

1. Attention MADFest!
Mike Follett, Lumen Research

2. Attention technology
An attention currency for the attention economy
Eye tracking and attention predictions at speed and scale for desktop
and mobile
• Cross media pre-testing and tracking tools
• Programmatic integrations
• Link to sales

3. Lumen’s webcam technology
Now available
for mobile!

4. 3 drivers of attention
Context
Targeting
Creative

5. Example full page study heatmap
The attention funnel

6. Source: Lumen Research
Based on 225k ad impressions from the Lumen Attention Panel, Jan 2016-present
Viewable = 50% of pixels for 1+ sec
Example full page study heatmap
The attention funnel
1000 impressions served
57% viewable impressions
14.4 seconds av. viewable time
8% viewed impressions
1.3 seconds av view time
1000 impressions
570 viewable impressions
80 viewed impressions
1.3 seconds of attention per ad
x
=
Desktop MPU

7. Source: Lumen Research
Based on 225k ad impressions from the Lumen Attention Panel, Jan 2016-present
Viewable = 50% of pixels for 1+ sec
Example full page study heatmap
The attention funnel
1000 impressions served
57% viewable impressions
14.4 seconds av. viewable time
8% viewed impressions
1.3 seconds av view time
110 Attentive seconds
per 000
1000 impressions
570 viewable impressions
80 viewed impressions
1.3 seconds of attention per ad
110 seconds of attention per 1000 ads
x
=
Desktop MPU

8. Attentive seconds allow you to compare between media
Sources: TVision (Q3 2019, US) Lumen Press Omnibus (41k exposures, UK), Lumen mobile studies (506 impressions,
UK), AM4DOOH (3026 contacts, UK), Lumen passive desktop panel (82k MPU impressions, UK)
Attentive seconds per 000 of example formats
TV (30") Press (25x4) OOH (2m DOOH) Mobile (MPU) Desktop (MPU)
109.9949
831.169837.773
1362.2627
5936.595

9. Attentive seconds helps advertisers choose within media
Attentive seconds across Top 100 domains ytd 2019
Attentivesecondsper000
Domain rank
Source: Lumen passive desktop panel (82k MPU impressions, UK)

10. Attentive seconds help evaluate the value of targeting
Not in market or aware of brand In market, and aware of brand
1364.5322
1171.4815
660.2521
+107%
Source: Lumen/IAB All impressions (4057), of which in Market (1182) and Brand aware (2509)
+ 6X
Dwell time per 000 impressions (s): Ad recall:

11. 3 drivers of attention
Context
Targeting
Creative

12. Previous research has shown how creative optimisation boosts attention
Prompted Recall % per Brand
Brand 1
Brand 2
Brand 3
Brand 4
0% 9% 18% 27% 36%
36%
34%
29%
17%
Format choice is important, but the
impact of creativity cannot be
underestimated
While attention was consistent across
formats, how that attention was
converted into recall was determined by
creative execution
These results indicate that creative
optimisation is essential to
maximise attention and
ultimately branding impact

13. Optimising SK-II creative
!13
Shorten
Mobile-appropriate
Branding up front

14. Optimised results
117%increase in dwell time
158%increase in prompted recall

15. Optimisation boosts attentive seconds by 140%
1000 impressions served
96% viewable impressions
10.0 seconds av. viewable time
91% viewed impressions
1.7 seconds av view time
1518 Attentive seconds per
000
Non optimised
1000 impressions served
95% viewable impressions
10.8 seconds av. viewable time
94% viewed impressions
3.7 seconds av view time
3654 Attentive seconds per
000
Optimised

16. Implications for advertisers
Judge between media using ‘aCPM’
Effective targeting boosts attention
Optimise creative for attention
Context
Targeting
Creative

17. Thank you
Mike Follett
mike.follett@lumen-research.com
Managing Director, Lumen Research