Lumen and IAS Launch Partnership on Attention Model

 

 

Integral Ad Science (IAS) and Lumen are excited to announce that the two companies have officially partnered together to bring Lumen’s eye-tracking technology and predictive attention models to the IAS Attention Model.

The IAS Attention Model is based on three key categories: Visibility, Situation, and Interaction. With the use of Lumen’s proprietary eye-tracking technology and attention tags, Lumen will be adding a Focus Dataset that drives greater insight across the Interaction category, helping marketers understand exactly where consumers fixate in the presence of ads.

“Lumen Research is bringing new eye-tracking signals that are unique to the signals we have,” says Jeremy Kanterman, vice president of research and insights at IAS.

By working together, Lumen will begin to apply Lumen’s predictive model of attention to IAS’s viewability data to create impression-level attention predictions for IAS clients.

The outcomes of the partnership were proven out in a recent case study with a major sports retailer, which tested the relationship of IAS’s viewability and time-in-view metrics with Lumen’s attention metrics. The goal was to see whether “in-view” ads as measured by IAS drove higher attention scores, testing whether advertisers that optimized with IAS viewability metrics also saw higher attention per impression.

Lumen and IAS found that:

  • In-view ads amounted to 64 times higher attention than those that were not in-view
  • Ads with time-in-view rates longer than 15 seconds experienced the highest attention in the study
  • URLs with content aligned to the campaign strategy generated 2.5x higher attention for the advertised brand

With Lumen’s attention data now integrated across the IAS Attention Model, we look forward to helping even more IAS clients measure and optimize for attention-first advertising in order to drive better results across the funnel.