Mike Follett, managing director of Lumen, demonstrates the advantages of the quality digital newsbrand environment, as evidenced by eye-tracking.

1. PAYING (FOR) ATTENTION
LUMEN, POWERED BY NECTAR
18TH
JULY 2017

2. What is it?
AIMIA:LUMEN – ‘ATTENTION TECHNOLOGY’
Source: Lumen Research
Optimising media Optimising creative
Infrared eye tracking camera on laptop
A/B testing results
Feature analysis of specific visual
elements
Normative comparison vs 50,000 ads
served
Continuous data collection of 500 HH
since Jan 2016
Tracking live sites rather than static
mock ups
Actionable insights, benchmarked to reality
Nationally representative sample of
Nectar card holders
Understanding the reality of attention
Heatmap of a test page
Benchmarks for sites and formats
Norms for demographic groups
Reporting tools and integration into
DSPs
32%
0.6 sec
19%
0.2 sec
11%
0.1 sec
World’s first eye tracking panel

3. JUST BECAUSE AN AD CAN BE SEEN…
Source: Lumen Research

4. … DOES NOT MEAN THAT IT ALWAYS WILL BE SEEN
Source: Lumen Research n=83
81%
viewed
av. 2.1 sec
78%
viewed
av. 1.7 sec

5. THE BAD NEWS: EVEN ‘VIEWABLE’ DIGITAL ADS DON’T
ALWAYS GET VIEWED
Source: Lumen Research
Based digital 77,343 viewable impressions
Viewable = 50% of pixels for 1+ sec
18% viewed
av. 0.9 sec
12% viewed
av. 0.4 sec

6. BUT BRANDS CAN OUTPERFORM THE MARKET IF THEY
INVEST IN QUALITY INVENTORY – E.G., NEWSBRAND SITES
Source: Lumen Research
Based digital 77,343 viewable impressions
Viewable = 50% of pixels for 1+ sec
Newsbrand A
25%
Non-newsbrand B
4%

7. ADS ON NEWSBRANDS GET NOTICED SOONER, AND GET
LOOKED AT FOR LONGER
Source: Lumen Research
Based digital 77,343 viewable impressions
Viewable = 50% of pixels for 1+ sec

8. • Newsbrands tend to
adopt a ‘fewer, better
ads’ approach which
concentrates attention
on advertising
• Newsbrands also tend
to have more central
and ‘in feed’ ad units
that fit into readers’
natural gaze plots,
rather than ads to the
side of content - which
can be subject to
‘banner blindness’
FEWER, BETTER ADS
Source: Lumen Research
1
4
5
2
3

9. • Newsbrands support larger
and richer formats, which
results in increased attention
• Billboard formats can
achieve double the stand out
and dwell time of smaller
formats, given the same
amount of viewable time
• Simple video formats can be
especially effective at
capturing and holding
attention
SIZE - AND MOVEMENT - MATTERS
Source: Lumen Research

10. RELEVANCE OF CONTENT AND CONTEXT
• Newsbrands provide the opportunity for
contextually relevant advertising
• Context can dramatically increase the
attention given to accompanying
advertising
• In this test Eurotunnel advertising was
served next to standard news content and
specially commissioned branded content.
Giffgaff advertising was used as a control
• The dwell time with the ads next to the
relevant content was significantly higher
than norm, and vs the control groups
63
209
Eurotunnel not in context
436
215
Eurotunnel in context
100
100
Giffgaff on sponsored article
Engagement with Giffgaff ads has been re-based to 100

11. •We served Beats and Samsung ads next
to the same content on Culture and
Technology pages of a major newsbrand
•Beats ads got far more aggregate attention
on the Culture page – and Samsung more
aggregate attention on the Technology page
RELEVANCE OF CONTENT AND CONTEXT
Source: Lumen Research
Based on 312 views of billboard + 2 MPUs on identical pages
Beats Samsung
Culture 5.6” 2.1”
Technology 2.4” 4.7”

12. WHAT SHOULD BRANDS DO NEXT?
Source: Lumen Research
Optimise creative design
A/B testing of creative to maximise stand out, dwell
time, recall and ROI via webcam eye tracking
Optimise media buying
Integrating Lumen’s predictive models of attention
into Avocet’s buying platform
36% stand out
0.7” dwell time
20% stand out
0.3” dwell time

13. Mike Follett
Mike.Follett@Lumen-Research.com
+44 20 3735 5199
+44 7920 197 252
THANKS!
Screenworks 320
22, Highbury Grove
London
N5 2EF
www.lumen-research.com
#LumenResearch