paying (for) attention
TRANSCRIPT
PAYING (FOR) ATTENTION
LUMEN, POWERED BY NECTAR
18TH JULY 2017
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
JUST BECAUSE AN AD CAN BE SEEN…
Source: Lumen Research
… 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
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
BUT BRANDS CAN OUTPERFORM THE MARKET IF THEY INVEST IN QUALITY INVENTORY – E.G., NEWSBRAND SITES
Source: Lumen ResearchBased digital 77,343 viewable impressions
Viewable = 50% of pixels for 1+ sec
Newsbrand A25%
Non-newsbrand B4%
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
• 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
• 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
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
•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 ResearchBased on 312 views of billboard + 2 MPUs on identical pages
Beats Samsung
Culture 5.6” 2.1”
Technology 2.4” 4.7”
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 out0.7” dwell time
20% stand out0.3” dwell time
Mike [email protected] +44 20 3735 5199+44 7920 197 252
THANKS!
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