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Paying (for) attention
The document discusses Lumen's eye tracking technology aimed at optimizing media and creative advertising strategies, utilizing A/B testing analysis to measure consumer attention on ads. Results indicate that ads placed in newsbrand contexts tend to capture attention more effectively than non-news brands, suggesting that quality inventory investments can enhance brand performance. It emphasizes the importance of creative design and contextual relevance in media buying to increase viewer engagement and return on investment.
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Paying (for) attention
- 1. PAYING (FOR) ATTENTION LUMEN,POWERED BY NECTAR 18TH JULY 2017
- 2. What is it? AIMIA:LUMEN– ‘ATTENTION TECHNOLOGY’ Source: Lumen Research Optimising media Optimising creative Infrared eye tracking camera on laptop A/B testing results Feature analysis of specific visual elements Normative comparison vs 50,000 ads served Continuous data collection of 500 HH since Jan 2016 Tracking live sites rather than static mock ups Actionable insights, benchmarked to reality Nationally representative sample of Nectar card holders Understanding the reality of attention Heatmap of a test page Benchmarks for sites and formats Norms for demographic groups Reporting tools and integration into DSPs 32% 0.6 sec 19% 0.2 sec 11% 0.1 sec World’s first eye tracking panel
- 3. JUST BECAUSE ANAD CAN BE SEEN… Source: Lumen Research
- 4. … DOES NOTMEAN THAT IT ALWAYS WILL BE SEEN Source: Lumen Research n=83 81% viewed av. 2.1 sec 78% viewed av. 1.7 sec
- 5. THE BAD NEWS:EVEN ‘VIEWABLE’ DIGITAL ADS DON’T ALWAYS GET VIEWED Source: Lumen Research Based digital 77,343 viewable impressions Viewable = 50% of pixels for 1+ sec 18% viewed av. 0.9 sec 12% viewed av. 0.4 sec
- 6. BUT BRANDS CANOUTPERFORM THE MARKET IF THEY INVEST IN QUALITY INVENTORY – E.G., NEWSBRAND SITES Source: Lumen Research Based digital 77,343 viewable impressions Viewable = 50% of pixels for 1+ sec Newsbrand A 25% Non-newsbrand B 4%
- 7. ADS ON NEWSBRANDSGET 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. • Newsbrands tendto 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’ FEWER, BETTER ADS Source: Lumen Research 1 4 5 2 3
- 9. • Newsbrands supportlarger 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 SIZE - AND MOVEMENT - MATTERS Source: Lumen Research
- 10. RELEVANCE OF CONTENTAND 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 100 100 Giffgaff on sponsored article Engagement with Giffgaff ads has been re-based to 100
- 11. •We served Beatsand 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 RELEVANCE OF CONTENT AND CONTEXT Source: Lumen Research Based on 312 views of billboard + 2 MPUs on identical pages Beats Samsung Culture 5.6” 2.1” Technology 2.4” 4.7”
- 12. WHAT SHOULD BRANDSDO NEXT? Source: Lumen Research 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 36% stand out 0.7” dwell time 20% stand out 0.3” dwell time
- 13. Mike Follett Mike.Follett@Lumen-Research.com +44 203735 5199 +44 7920 197 252 THANKS! Screenworks 320 22, Highbury Grove London N5 2EF www.lumen-research.com #LumenResearch