Heineken Identifies 5X Higher Attention Per Impression with Lumen Attention Measurement Platform
Heineken wanted to commit to a new advertising strategy based on attention metrics to go beyond viewability in order to prove the value of the ad. The brand partnered with Lumen and media platform Teads to create an attention scoring model through Lumen Attention Measurement Platform (LAMP) attention tags applied to the digital ad inventory Heineken bought for the campaign.
LAMP, through predictive eye-tracking based on real-world eye-tracking panels, created attention scores for Heineken’s ad placements based on variables such as scroll speed, ad clutter, pixels of content in view, and page geometry. This enabled Heineken to understand the impact of every impression at the attention-level.
“We wanted to understand which creatives and ad formats work best,” Fernanda Saboya, director of consumer connections at Heineken Brazil, told Ad Exchanger. “It was not the goal to optimize during the campaign but [rather] to have data for other campaigns to come.”
In adding a new layer of attention metrics to traditional attribution, Heineken was able to measure the impact of both ad inventory and ad format in a new way. The team is excited to use the findings to inform future campaigns – both to make better ads and to drive higher return by prioritizing ads that get seen, not just delivered.