Eye tracking for mobile - Mike Follet, Managing Director, Lumen

1. Attention MADFest!
Mike Follett, Lumen Research

2. Attention technology
An attention currencyfor the attention economy
Eyetrackingand attention predictions at speed and scale for desktop and mobile
• Cross media pre-testing and trackingtools
• Programmatic integrations
• Link tosales

3. Lumen’s webcam technology

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

5. Source: Lumen Research
Basedon attentiondata from the Lumen AttentionPanel, Jan 2016-present
Viewable = 50% of pixelsfor 1+sec
Examplefullpage studyheatmap
The attention funnel: a big difference between viewability and viewing

6. Source: Lumen Research
Basedon attentiondata from the Lumen AttentionPanel, Jan 2016-present
Viewable = 50% of pixelsfor 1+sec
Examplefullpage studyheatmap
The attention funnel: a big difference between viewability and viewing
173kimpressionsserved
59%viewable
20.2secondsav.viewabletime
20%viewedthead
1.3secondsav view
time
2.5Attention
minutesper000

7. Only 20% of viewable desktop display ads get noticed, with only 8% getting more than 1
second of attention
Source: Lumen Research
Basedon attentiondata from the Lumen AttentionPanel, Jan 2016-present + bespoke studies
Viewable = 50% of pixelsfor 1+sec
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
%ofviewableimpressionsseenformore
than
Dwell time (s)
Desktop Display

8. Two thirds of viewable Facebook ads on desktop get noticed, with 44% getting at least 1
second of attention
Source: Lumen Research
Basedon attentiondata from the Lumen AttentionPanel, Jan 2016-present + bespoke studies
Viewable = 50% of pixelsfor 1+sec
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
%ofviewableimpressionsseenformore
than
Dwell time (s)
Desktop Facebook
Desktop Display

9. Desktop pre-roll’s strong performance is driven by non-skippable ads
Source: Lumen Research
Basedon attentiondata from the Lumen AttentionPanel, Jan 2016-present + bespoke studies
Viewable = 50% of pixelsfor 1+sec
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
%ofviewableimpressionsseenformore
than
Dwell time (s)
Desktop Pre-roll
Desktop Facebook
Desktop Display

10. Valuing pre-roll
Heatmap of % viewed to skippable pre-roll Heatmap of Av dwell time

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

12. Source: Lumen Research
Basedon aggregated attentiondata fromLumen bespoke testsApril-June2019
Viewable = 50% of pixelsfor 1+sec
Examplefullpage studyheatmap
The attention funnel: a applying the same approach to mobile

13. Source: Lumen Research
Basedon aggregated attentiondata fromLumen bespoke testsApril-June2019
Viewable = 50% of pixelsfor 1+sec
Examplefullpage studyheatmap
The attention funnel: a applying the same approach to mobile
5358impressionsserved
55%viewable
10.9secondsav.viewabletime
79%viewedthead
1.3secondsav view
time
9.4 Attention
minutesper000
Mobile

14. Source: Lumen Research
Basedon aggregated attentiondata fromLumen bespoke testsApril-June2019
Viewable = 50% of pixelsfor 1+sec
Examplefullpage studyheatmap
The attention funnel: a applying the same approach to mobile
5358impressionsserved
55%viewable
10.9secondsav.viewabletime
79%viewedthead
1.3secondsav view
time
9.4Attention
minutesper000
173kimpressionsserved
59%viewable
20.2secondsav.viewabletime
20%viewedthead
1.3secondsav view
time
2.5Attention
minutesper000
Mobile Desktop

15. Viewable mobile ads are much more likely to be viewed – and viewed for longer
– than desktop ads
Source: Lumen Research
Basedon attentiondata from the Lumen AttentionPanel, Jan 2016-present + bespoke studies
Viewable = 50% of pixelsfor 1+sec
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
%ofviewableimpressionsseenformore
than
Dwell time (s)
Desktop Display
Mobile Display

16. 2.0 min
8.8 min
Desktop Mobile
Attention per 000 impressions (minutes)
Mobile MPUs garner more than four times the attention offered to Desktop MPUs
Source: Lumen Research
Basedon attentiondata from the Lumen AttentionPanel, Jan 2016-present + bespoke studies
Viewable = 50% of pixelsfor 1+sec
4.5x

17. Rich media mobile ads get significantly more attention again
Source: Lumen Research
Basedon aggregated attentiondata Jan 2019-present + bespoke studies
Viewable = 50% of pixelsfor 1+sec
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
%ofviewableimpressionsseenformore
than
Dwell time (s)
Desktop Display
Mobile Display
Mobile InSkin

18. 8.8 min
63 min
MPU InSkin
Attention per 000 impressions (minutes)
Inskin’s rich media mobile formats dramatically out perform mobile MPUs
7.2x
Source: Lumen Research
Basedon aggregated attentiondata Jan 2019-present + bespoke studies
Viewable = 50% of pixelsfor 1+sec

19. MPU InSkin MPU InSkin
Desktop Mobile
Attention per 000 impressions (minutes)
This uplift is consistent with Inskin’s desktop performance
19x
7.2x
Source: Lumen Research
Basedon aggregated attentiondata + Lumen AttentionPanel Jan 2016-present +bespoke studies
Viewable = 50% of pixelsfor 1+sec

20. Amplification effects of Inskin on attention to subsequent MPUs
MPU
– No Inskin
MPU
– with Inskin
+
+

21. Amplification effects of Inskin on attention to subsequent MPUs by 13%
MPU
– No Inskin
MPU
– with Inskin
+
+
No Inskin With Inskin
Attention per 000 impressions (min)
+13%
Source: Lumen Research
Based on bespoke tests for Inskin June 2019 (n=456)

22. Implications for advertisers
Mobile ads get on average 4.5x more attention than
Desktop ads
Rich media mobile formats get 7x more attention
than standard mobile MPUs
Rich media ads amplify attention to subsequent
MPUs by 13%
Difference by device
Buy quality
Flighting amplifies
attention

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