Media buying
Buying attention
Attention, not impressions
The Lumen Attention Measurement Platform (LAMP) is a contextual targeting tool that enables advertisers to evaluate digital ad inventory on the basis of the visual attention it receives.
Our proprietary eye tracking panels power Lumen’s predictive model of attention. We have partnered with ad tech leaders, Avocet, to deploy this model in three ways:
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L.A.M.P.
Lumen Attention Measurement Platform (L.A.M.P.)
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How it works
Attention technology at scale
Lumen collects data from our proprietary attention panels
We create a predictive model of attention that calculates the ‘attentive seconds’ advertising receives based on publisher, format and viewability metrics
The LAMP tag collects impression level viewability data on your campaign to estimate how much attention it is generating
The LAMP DSP plug in incorporates the attentive seconds estimates as a custom algorithm within Google’s DV360 system to allow you to buy ‘high attention’ inventory (an avoid ‘low attention’ inventory) in real time
Attention data linked to CPM data to help you understand the true ‘cost of attention’
Attention data linked to brand lift and conversions data to help you understand the true ‘value of attention'
How the eye tracking works
Lumen’s software collects and combines two different types of data:
- Browser extension records events on device
- Webcam eye tracking records visual attention via front-facing camera
Panel make up
UK: 250 desktop and 750 mobile users; nationally representative sample
US: 1000 mobile users; nationally representative sample
Panels refreshed frequently
Data security
All panellists fully informed, consented and compensated for participation.
No personally identifiable information (PII) collected, stored or reported.
All data collection, storage and processing fully GDPR-compliant
Combining placement and attention data
Data from the Lumen panel tells us
Placement data: What ads could be seen (what was viewable, in what location and for how long, etc.)
Attention data: What ads people did, in fact, see, and for how long
Predicting attention from placement data
Placement and attention data from the eye tracking panel is used to power a predictive model of attention
Estimates likely levels of attention based on a number of placement characteristics
Attention to ad predicted every 100ms of exposure
Placement data included in model
ad format, % pixels in view, Viewable time, Screen real estate, Scroll speed,Number of competing ads on screen, ad positioning and page geometry, Domain Etc.
What is an attentive second?
Lumen’s technology helps you estimate the actual attention our advertising is receiving
Using a predictive model based on the largest eye tracking panels in the world, our prediction algorithm estimates:
How many people COULD see the ad
How many people did, in fact, look at it
How long they looked at the ad
We can then combine these estimates into a single unit of attention: ‘attentive seconds per thousand impressions’ = % view x av. eyes-on dwell time x 1000 impressions
Attentive seconds across media
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Lumen conducts bespoke media evaluation studies across a variety of media, enabling brands and media owners to understand the true value of different media opportunitiesUse the same ‘attention currency’ to compare between TV, BVOD, all forms of digital, print, OOH and POS
Lumen and Avocet
Avocet are an innovative ad tech developer, with an emphasis on developing software products that drive incremental sales for advertisers
Lumen has partnered with Avocet to develop the LAMP suite of tools