1) Lumen Research uses eye tracking technology to measure users' attention to digital ads and content across media. They have analyzed data from 500 panelists in their continuous panel since 2016.
2) Their research shows that there are dramatic differences in users' attention, or "quality of attention" across different media - for example, users pay more attention to ads on Facebook than on desktop display ads. They also found that non-skippable video ads receive more attention than skippable ones.
3) Lumen Research's analysis demonstrates that greater attention leads to better outcomes like increased ad recall, higher conversion rates, and sales. They recommend that advertisers, planners and publishers optimize media buying and inventory pricing based on
2017 Digital Advertising Benchmarks Aggregated ReportCJ Media
2017 Advertising Benchmarks Aggregated Report includes benchmarks sourced from reputable sites like Google Display Benchmarks Tool, eMarketer, MailChimp and others.
See how new ad measurement metrics like banner ad viewing time and visibility rate can benefit Media agencies, Advertisers, Publishers and Ad Networks.
See how new ad measurement metrics like banner ad viewing time and visibility rate can benefit Media agencies, Advertisers, Publishers and Ad Networks.
BTO 2016
http://www.buytourismonline.com
CRITEO: QUELLO CHE DOVETE SAPERE SUL RETARGETING
Day ONE | Mercoledì 30 novembre 2016 | #1 Focus Hall | 10.35 : 11.20
http://www.buytourismonline.com/eventi/criteo/
Keynote Speaker
Daniele Beccari Head of Travel CRITEO
La tecnica del retargeting serve a far tornare clienti che hanno abbandonato il nostro sito, e ad aumentare le conversioni.
Come funziona?
Quanto costa?
Come valutare un buon programma di retargeting?
Che innovazioni ci possiamo aspettare da questo canale?
Promoting Positive Post-click Experience for In-Stream Yahoo Gemini UsersMounia Lalmas-Roelleke
Click-through rate (CTR) is the most common metric used to assess the performance of an online advert; another performance of an online advert is the user post-click experience. In this paper, we describe the method we have implemented in Yahoo Gemini to measure the post-click experience on Yahoo mobile news streams via an automatic analysis of advert landing pages. We measure the post-click experience by means of two well-known metrics, dwell time and bounce rate. We show that these metrics can be used as proxy of an advert post-click experience, and that a negative post-click experience has a negative effect on user engagement and future ad clicks. We then put forward an approach that analyses advert landing pages, and show how these can affect dwell time and bounce rate. Finally, we develop a prediction model for advert quality based on dwell time, which was deployed on Yahoo mobile news stream app running on iOS. The results show that, using dwell time as a proxy of post- click experience, we can prioritise higher quality ads. We demonstrate the impact of this on users via A/B testing.
2017 Digital Advertising Benchmarks Aggregated ReportCJ Media
2017 Advertising Benchmarks Aggregated Report includes benchmarks sourced from reputable sites like Google Display Benchmarks Tool, eMarketer, MailChimp and others.
See how new ad measurement metrics like banner ad viewing time and visibility rate can benefit Media agencies, Advertisers, Publishers and Ad Networks.
See how new ad measurement metrics like banner ad viewing time and visibility rate can benefit Media agencies, Advertisers, Publishers and Ad Networks.
BTO 2016
http://www.buytourismonline.com
CRITEO: QUELLO CHE DOVETE SAPERE SUL RETARGETING
Day ONE | Mercoledì 30 novembre 2016 | #1 Focus Hall | 10.35 : 11.20
http://www.buytourismonline.com/eventi/criteo/
Keynote Speaker
Daniele Beccari Head of Travel CRITEO
La tecnica del retargeting serve a far tornare clienti che hanno abbandonato il nostro sito, e ad aumentare le conversioni.
Come funziona?
Quanto costa?
Come valutare un buon programma di retargeting?
Che innovazioni ci possiamo aspettare da questo canale?
Promoting Positive Post-click Experience for In-Stream Yahoo Gemini UsersMounia Lalmas-Roelleke
Click-through rate (CTR) is the most common metric used to assess the performance of an online advert; another performance of an online advert is the user post-click experience. In this paper, we describe the method we have implemented in Yahoo Gemini to measure the post-click experience on Yahoo mobile news streams via an automatic analysis of advert landing pages. We measure the post-click experience by means of two well-known metrics, dwell time and bounce rate. We show that these metrics can be used as proxy of an advert post-click experience, and that a negative post-click experience has a negative effect on user engagement and future ad clicks. We then put forward an approach that analyses advert landing pages, and show how these can affect dwell time and bounce rate. Finally, we develop a prediction model for advert quality based on dwell time, which was deployed on Yahoo mobile news stream app running on iOS. The results show that, using dwell time as a proxy of post- click experience, we can prioritise higher quality ads. We demonstrate the impact of this on users via A/B testing.
See how new ad measurement metrics like banner ad viewing time and visibility rate can benefit Media agencies, Advertisers, Publishers and Ad Networks.
MeasureWorks - Social Mentions as a Performance KPIMeasureWorks
Slides from my talk at Social Media Club Almere... About how we can use social media mentions for not only optimization of performance and usability, but also to predict issues on your website...
Online Advertising as a Branding Tool Vizeum FinlandJukka Veteläinen
Finnish case study of online advertising as a branding tool. Conducted for international traveling company in Finland.
Case study demonstrates how online advertising can be compared to tv advertising and how online visibility can be optimized to reach and engage with more consumers.
Contact me on
Linkedin: http://fi.linkedin.com/in/jukkavetelainen/
Twitter: @Zugi83
A presentation for the lovely students studying Advertising Management & Campaigns Project (ADV30002) at Swinburne University of Technology on Thursday, 20th March 2014.
This is a great initiative organised by lecturer, Mr David Reid.
Today, we will cover the following agenda items:
- Introduction
- Relationships
- Digital update & opportunities
- 5 step work-flow
- Q&A's
If you have any questions, please contact me on:
damus@puglifeadsolutions.com.au
Digital Australia Monthly Update Session - February 2014Damus Chu
Digital Australia Monthly Update Session written by Damus Chu, owner of Pug Life Ad Solutions. He has worked in corporate media across several industries in the last 7 years, managed over $20m worth of media and familiar with the Sydney and Melbourne markets. Every month he will collate digital ad opportunities collected from the media owners in Australia and present them to you on Slide Share.
Tv trends definitive3_nofinancials_20150524_outgoingbkitts
Analysis of broad industry trends occurring in television. The presentation suggests that while TV CPMs are increasing, television is also becoming increasingly targetable.
This deck was presented at an ABM event in LA. The deck is intended to teach how to plan for a website relaunch. If you are interested in making sure your website development project is a success, make sure to check out this deck before getting started.
This is a copy of an advertising proposal for Blue Insurance’s new 2 year car & home products through digital only channels. The pitch consisted of a 25 minute presentation to the Head of Marketing where we presented our creative and execution plan.
See how new ad measurement metrics like banner ad viewing time and visibility rate can benefit Media agencies, Advertisers, Publishers and Ad Networks.
MeasureWorks - Social Mentions as a Performance KPIMeasureWorks
Slides from my talk at Social Media Club Almere... About how we can use social media mentions for not only optimization of performance and usability, but also to predict issues on your website...
Online Advertising as a Branding Tool Vizeum FinlandJukka Veteläinen
Finnish case study of online advertising as a branding tool. Conducted for international traveling company in Finland.
Case study demonstrates how online advertising can be compared to tv advertising and how online visibility can be optimized to reach and engage with more consumers.
Contact me on
Linkedin: http://fi.linkedin.com/in/jukkavetelainen/
Twitter: @Zugi83
A presentation for the lovely students studying Advertising Management & Campaigns Project (ADV30002) at Swinburne University of Technology on Thursday, 20th March 2014.
This is a great initiative organised by lecturer, Mr David Reid.
Today, we will cover the following agenda items:
- Introduction
- Relationships
- Digital update & opportunities
- 5 step work-flow
- Q&A's
If you have any questions, please contact me on:
damus@puglifeadsolutions.com.au
Digital Australia Monthly Update Session - February 2014Damus Chu
Digital Australia Monthly Update Session written by Damus Chu, owner of Pug Life Ad Solutions. He has worked in corporate media across several industries in the last 7 years, managed over $20m worth of media and familiar with the Sydney and Melbourne markets. Every month he will collate digital ad opportunities collected from the media owners in Australia and present them to you on Slide Share.
Tv trends definitive3_nofinancials_20150524_outgoingbkitts
Analysis of broad industry trends occurring in television. The presentation suggests that while TV CPMs are increasing, television is also becoming increasingly targetable.
This deck was presented at an ABM event in LA. The deck is intended to teach how to plan for a website relaunch. If you are interested in making sure your website development project is a success, make sure to check out this deck before getting started.
This is a copy of an advertising proposal for Blue Insurance’s new 2 year car & home products through digital only channels. The pitch consisted of a 25 minute presentation to the Head of Marketing where we presented our creative and execution plan.
Similar to SEMPL20 - David Basset: Director of Analytics, Lumen Research, UK (20)
SEMPL20 - ATANAS RAYKOV, Head of Global Telecom Partnerships & Director Busin...Sempl 21
The Next Stage for Personal Messaging
Messaging is about having more immediate, secure and personal communication with larger groups formed by common interest, belief or need.
SEMPL20 - PETER HINSSEN, Serial entrepreneur, advisor, keynote speaker, authorSempl 21
The day after Tomorrow
And then there is the ‘Day After Tomorrow’, the place where new ideas, business models, radically new technologies or concepts could change our business canvas forever.
Competition makes us faster. Collaboration makes us better.
Young Slovenian fashion designer Nina Šušnjara will talk about her creative partnerships with prominent brands.
SEMPL20 - ANDRAŽ ZORKO, Partner and Director, Valicon ALEKSANDER BRATINA, D...Sempl 21
Media is dead. Long live the media!
A new Readership and readers survey clearly demonstrates that the reach of various media is quite different from the advertisers' opinion.
SEMPL20 - Barbara Krajnc: Experienced Public Affairs Consultant/Certified Fac...Sempl 21
Serious or Play? It’s time for both. It’s time for LEGO® SERIOUS PLAY®
LEGO® SERIOUS PLAY® teaches us a 100 % collaboration, open communications, creative thinking, respect of others and their knowledge, skills and expertise.
SEMPL20 - Robert Čoban: owner and CEO, Color Press GroupSempl 21
We Are Not in Kansas Anymore: New Business Models in the Region
What are the new business models that have enabled the media to survive in a completely new environment.
SEMPL 19: ANDREAS SCHWABE, CEO, Blackwood Seven GermanySempl 21
The future media agency is not an agency
20 years ago, an average media plan took around 50 decisions to make. Today, it is more like 5.000. Without an artificial intelligence, you cannot longer keep up. Let's face the truth, the game is changing, transparency counts more than trust and media agencies must re-think their business. Andreas will show you how A.I. can already be successfully integrated into the strategic media planning and how it can allow as to make smarter, data driven decisions in order to maximize ROI across our marketing mix.
SEMPL 19: NICK BICANIC, Founder of RVLVR USASempl 21
OK. So there are no more screens. Now what?
What happens when media moves beyond the "frame" - be it a television, movie-screen, tablet or phone? What do stories become? How do brands engage with them? Is this the end of mass media or just another beginning? If you think screens are going to disappear what can you do today to prepare? Or should you just cross your fingers and hope that your existing business model will still be there in 3 to 5 years? Nick Bicanic will talk about the future of frameless media.
SEMPL 19: SUSIE DENT, TV Presenter and Lexicographer UKSempl 21
Words at Work (And Words that Don’t Work at Work)
The words we choose matter. In the space of one sentence, an audience can decide whether to tune in or tune out, just as a single slogan can change our perception of a product forever. Susie would like to try to illuminate the areas where marketers can get things spectacularly wrong, and suggest how they can make them dramatically right, all thanks to the vocabulary they choose. Electing the right form of language costs nothing but can pay remarkable dividends.
She’ll also be discussing jargon and how, contrary to all expectations, it can be a force for the good, providing it’s used in the right way!
Throughout, Susie will be drawing on examples from various industries of language that worked, and the kind that really didn’t, and examining some case studies in which the addition of a simple phrase, to a request, dramatically changed the result. Each will, she hopes, demonstrate the saying that ‘words are free - it’s how you use them that may cost you’.
SEMPL 19: JAN JILEK, CEO, Dotmetrics CroatiaSempl 21
Trust, transparency and new normal
Viewability, relevant metrics, fake news, ad fraud… while counting conversions, likes and impressions, there are some major issues to be adressed.
SEMPL 19: BORSI ROGAN, Managing Director, Luna\TBWA Zagreb CroatiaSempl 21
Trust, transparency and new normal
Viewability, relevant metrics, fake news, ad fraud… while counting conversions, likes and impressions, there are some major issues to be adressed.
SEMPL 19: ROBERT SCHMITZER, Director of Digital Development, Delo Slovenia Sempl 21
Trust, transparency and new normal
Viewability, relevant metrics, fake news, ad fraud… while counting conversions, likes and impressions, there are some major issues to be adressed.
SEMPL 19: JOHN DALTON, Director of LSPR UK and LSPR Worldwide UKSempl 21
Why Modern Leadership Fails: Biology has the answer
Modern leadership is the most talked and written about topic in business - yet despite millions of articles and thousands of books and academic studies, there are still so many examples of failure in leadership in both commerce and politics - why? It is the most talked about and least understood academic topic. John's rationale is simple - business and management education has focused on outcomes and used military leadership as its base - this is outdated and now less useful. Few people have looked at evolutionary biology and neuroscience to provide a proper explanation of why we think as we do and why mismatches occur all the time. This talk is about putting the biology back into management and leadership.
SEMPL 19: DAVE BIRSS, Speaker, Author, Creative Thinker, UKSempl 21
Everything I thought about creativity is wrong
After 20 years as an advertising creative - and creative director roles at some of London’s most respected agencies - Dave thought he understood creativity. Eight years after he left the industry, he realises most of that was completely wrong. He’s spent the last few years studying, experimenting and questioning everything he assumed to be true. And he’s ready to share some of his latest thinking on idea-generation and how to get better at it.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
SEMPL20 - David Basset: Director of Analytics, Lumen Research, UK
1. Paying (for) attention
How eye tracking reveals the true nature of attention
Mike Follett
Lumen Research
November 2018
2. Attention technology
An attention currencyfor the attention economy
Eyetrackingand attention predictions at speed and scale for desktop and mobile
• Cross media
• Programmatic integrations
• Link tosales
4. Source: Lumen Research
Basedon attentiondata from the Lumen AttentionPanel, Jan 2016-present
Viewable = 50% of pixelsfor 1+sec
Examplefullpage studyheatmap
Theattention funnel: a big difference between viewability and viewing
5. Source: Lumen Research
Basedon attentiondata from the Lumen AttentionPanel, Jan 2016-present
Viewable = 50% of pixelsfor 1+sec
173k impressions served
59% viewable
20.2 seconds av. viewable
time
20% viewed the ad
1.3 seconds av
view time
3% viewed for1
sec+
Examplefullpage studyheatmap
Theattention funnel: a big difference between viewability and viewing
6. Dramatic differences in the quality of attention across different media and platforms
Source: Lumen Research
Based on attention data from the Lumen Attention Panel, Jan 2016-present + bespoke studies
Viewable = 50% of pixels for 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
%ofviewableimpressionsseenformorethan
Dwell time (s)
Desktop pre-roll
OOH
Press
Mobile Display
Facebook Desktop
Desktop Display
7. Key drivers of differences in quality of attention
0
0.5
1
1.5
2
2.5
3
3.5
4
0 10 20 30 40 50 60
Averagedwelltime(s)
Viewable time (s)
All Digital ads
All print ads
8. Key drivers of differences in quality of attention
0%
10%
20%
30%
40%
50%
60%
70%
0 20 40 60
%Viewed
Viewable time (s)
0
0.5
1
1.5
2
2.5
3
3.5
4
0 10 20 30 40 50 60
Averagedwelltime(s)
Viewable time (s)
All Digital ads
All print ads
9. Key drivers of differences in quality of attention
0%
10%
20%
30%
40%
50%
60%
%viewed
100 top ranked domains
0%
10%
20%
30%
40%
50%
60%
70%
0 20 40 60
%Viewed
Viewable time (s)
% likelihood
to view
MPUs
0
0.5
1
1.5
2
2.5
3
3.5
4
0 10 20 30 40 50 60
Averagedwelltime(s)
Viewable time (s)
All Digital ads
All print ads
10. Non-Skippable 6s, n = 169
Non-Skippable 15s, n = 32
Non-Skippable 20s, n = 29
Skippable, n = 769
Pre-roll performance driven by non-skippable ads
0%
20%
40%
60%
80%
100%
0 5 10 15 20 25 30
%stillwatching(inc.non-viewableimpressions)
Seconds into ad
6`` Non-Skippable 15`` Non-Skippable 20`` Non-Skippable Skippable
11. Non-Skippable 6s, n = 169
Non-Skippable 15s, n = 32
Non-Skippable 20s, n = 29
Skippable, n = 769
Aggregated heatmap of % viewed to skippable pre-roll
Aggregated heatmap of Av dwell time
Pre-roll performance driven by non-skippable ads
0%
20%
40%
60%
80%
100%
0 5 10 15 20 25 30
%stillwatching(inc.non-viewableimpressions)
Seconds into ad
6`` Non-Skippable 15`` Non-Skippable 20`` Non-Skippable Skippable
12. Facebook: strong results driven by ‘in line’ layout
Source: Lumen passive desktop panel. Display (173k impressions – MPU, Skyscraper, Leaderboard, Billboard, DMPU), Facebook In-Feed (23k)
59%
41%
Display Average Facebook In-Feed
% Viewable (50%, 1")
20%
30%
Display Average Facebook In-Feed
% of viewable ads seen
1.3
2.1
Display Average Facebook In-Feed
Average dwell time per view
(s)
Example heatmap from user browsing session
(6.30am to 12.30am)
13. Why this matters: Attention leads to recall…
Source: Lumen lab studies; 57 digital ads n=400
8%
12%
16%
18%
17%
22%
0%
5%
10%
15%
20%
25%
Not seen 0 to 1s 1 to 2s 2 to 3s 3 to 4s 4 to 5s
Promptedrecall
Dwell time on advertising
14. …and to sales
47
86
97
154 158
168
0 to 10 10 to 20 20 to 30 30 to 40 40 to 50 50 to 60
Conversionrate(Indexed
camaignaverage=100
Predicted % viewed
82 73
100
131
175
216
0 to 0.5 0.5 to 1 1 to 1.5 1.5 to 2 2 to 2.5 2.5 to 3
Conversionrate(Indexed
camaignaverage=100
Predicted average dwell time (s)
15. …and to sales
Recent project redirected media
budget towards ‘high attention’ sites
and formats in a test region
239%increase in sales conversions vs
control region
ROI = 10x
47
86
97
154 158
168
0 to 10 10 to 20 20 to 30 30 to 40 40 to 50 50 to 60
Conversionrate(Indexed
camaignaverage=100
Predicted % viewed
82 73
100
131
175
216
0 to 0.5 0.5 to 1 1 to 1.5 1.5 to 2 2 to 2.5 2.5 to 3
Conversionrate(Indexed
camaignaverage=100
Predicted average dwell time (s)
17. Using attention data to price inventory across media
2.5 4.1 5.2
12.6
24.8
127.4
Desktop display Facebook (desktop) Mobile display DOOH (2m head-on) Press YouTube (Desktop)
Dwelltimeminutesper000impressions/contacts/readers
Attention (min) per 000 impressions
Source: Lumen Research
Based on attention data from the Lumen Attention Panel, Jan 2016-present + bespoke studies
Viewable = 50% of pixels for 1+ sec
Desktop pre-roll
Assumes 100% viewability for press
18. These attention predictions can be used create ‘attention segments’ to inform
programmatic buying
Attention model
- Viewable ms
- Size
- Domain
- Day of the week
Viewability data
- Placement ids
- Size
- Viewable ms
AAA: 200% + effective
attention
AA: 150% - 200%
effective attention
A: 100% - 150%
effective attention
B: 50% - 100%
effective attention
C: <50% effective
attention
Attention segments
Data fed and processed once an hour, meaning segments find placements currently receiving most attention
e.g.
19. Implications for advertisers, planners and publishers
All impressions are not created equal
Buy (and sell) attention, not impressions
Optimise creative AND media for attention