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paying (for) attention lumen, powered by nectar 18 th july 2017

paying (for) attention lumen, powered by nectar 18 th july 2017. Aimia:Lumen – ‘attention technology’. What is it?. Optimising media. Optimising creative. World’s first eye tracking panel. Understanding the reality of attention. Actionable insights, benchmarked to reality.

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paying (for) attention lumen, powered by nectar 18 th july 2017

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  1. paying (for) attentionlumen, powered by nectar18thjuly 2017

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

  3. Just because an aD can be seen… • Source: Lumen Research

  4. … does not mean that it always will be seen 78% viewed av. 1.7 sec 81% viewed av. 2.1 sec • Source: Lumen Research n=83

  5. The bad news: even ‘viewable’ digital ads don’t always get viewed 18% viewed av. 0.9 sec 12% viewed av. 0.4 sec • Source: Lumen Research • Based digital 77,343 viewable impressions • Viewable = 50% of pixels for 1+ sec

  6. But brands can outperform the market if they invest in quality inventory – e.g., newsbrand sites Newsbrand A 25% Non-newsbrand B 4% • Source: Lumen Research • Based digital 77,343 viewable impressions • Viewable = 50% of pixels for 1+ sec

  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. Fewer, better ads • 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’ 4 3 5 1 2 • Source: Lumen Research

  9. Size - and movement - matters • 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 • Source: Lumen Research

  10. Relevance of content and context Eurotunnel not in context Eurotunnel in context Giffgaff on sponsored article 436 100 63 100 215 209 Engagement with Giffgaff ads has been re-based to 100 • 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

  11. Relevance of content and context • 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 • Source: Lumen Research • Based on 312 views of billboard + 2 MPUs on identical pages

  12. What should brands do next? 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 20% stand out 0.3” dwell time 36% stand out 0.7” dwell time • Source: Lumen Research

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

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