Global Footwear Company Drives +133% in Brand Awareness with Attention Technology
To validate both the ad creative and media buying strategies in a new campaign, a global footwear company partnered with Lumen for end-to-end attention technology solutions. Specifically, the brand wanted to drive higher awareness and measure the results more accurately.
With Spotlight, the team could visualize how consumers viewed the ad creative based on eye-tracking panels and predictive attention models, helping them understand what really drove attention across audiences.
By incorporating the Lumen Attention Measurement Platform, it was possible to understand awareness by attention metrics such as view time, total views, attentive seconds per ad, and attention per impression.
The attention funnel was measured through the Lumen Attention Dashboard, which measures total impressions, impressions measured, viewable impressions rendered on the site, and impressions that were actually viewed according to Lumen’s predictive eye-tracking models. This helped the team gain new insights into attention metrics that proved out the brand awareness of the campaign. The findings were validated by user surveys based on eye-tracking panels that participated in the campaign.