Paying (for) attention · Paying (for) attention How eye tracking reveals the true nature of attention Mike Follett Lumen Research January 2019. Attention technology An attention

Paying (for) attention

How eye tracking reveals the true nature of attention

Mike Follett

Lumen Research

January 2019

Attention technology

An attention currency for the attention economy

Eye tracking and attention predictions at speed and scale for desktop

and mobile

• Cross media

• Programmatic integrations

• Link to sales

Consistent unit of attention across media

Methodology

Continuous panel

n=500, UK

2016-present

Bespoke studies

n=21,600 (UK, US, Aus, SE, CH, FR,

NL)

2013-present

Source: Lumen Research

Based on attention data from the Lumen Attention Panel, Jan 2016-present

Viewable = 50% of pixels for 1+ sec

Example full page study heatmap

The attention funnel: a big difference between viewability and viewing





173k impressions served

59% viewable

20.2 seconds av. viewable time

20% viewed the ad

1.3 seconds av view time

3% viewed for 1 sec+





173k impressions served

59% viewable

20.2 seconds av. viewable time

20% viewed the ad

1.3 seconds av view time

3% viewed for 1 sec+



Dramatic differences in the quality of attention across different media and platforms


Based on attention data from the Lumen Attention Panel, Jan 2016-present + bespoke studies


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0 0,5 1 1,5 2 2,5 3 3,5 4 4,5 5

% o

f vie

wable

im

pre

ssio

ns s

een f

or

more

than

Dwell time (s)

OOH

Press

Mobile Display

Facebook Desktop

Desktop Display

Drivers of differences in quality of attention

0

0,5

1

1,5

2

2,5

3

3,5

4

0 10 20 30 40 50 60

Ave

rag

e d

we

ll tim

e (

s)

Viewable time (s)

All Digital ads

All print ads


0%

10%

20%

30%

40%

50%

60%

70%

0 20 40 60

% V

iew

ed

Viewable time (s)

0

0,5

1

1,5

2

2,5

3

3,5

4

0 10 20 30 40 50 60

Ave

rag

e d

we

ll tim

e (

s)

Viewable time (s)

All Digital ads

All print ads


0%

10%

20%

30%

40%

50%

60%

% v

iew

ed

100 top ranked domains

0%

10%

20%

30%

40%

50%

60%

70%

0 20 40 60

% V

iew

ed

Viewable time (s)

% likelihood

to view

MPUs

0

0,5

1

1,5

2

2,5

3

3,5

4

0 10 20 30 40 50 60

Ave

rag

e d

we

ll tim

e (

s)

Viewable time (s)

All Digital ads

All print ads

Pre-roll advertising dramatically outperforms all other media in our dataset




0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0 0,5 1 1,5 2 2,5 3 3,5 4 4,5 5

% o

f vie

wable

im

pre

ssio

ns s

een f

or

more

than

Dwell time (s)

Desktop pre-roll

OOH

Press

Mobile Display

Facebook Desktop

Desktop Display

Pre-roll performance driven by non-skippable ads

0%

20%

40%

60%

80%

100%

0 5 10 15 20 25 30

% s

till

watc

hin

g (

inc.non

-vie

wable

im

pre

ssio

ns)

Seconds into ad

6`` Non-Skippable 15`` Non-Skippable 20`` Non-Skippable Skippable

Non-Skippable 6s, n = 169



Skippable, n = 769




Skippable, n = 769

Aggregated heatmap of % viewed to skippable pre-roll

Aggregated heatmap of Av dwell time

Pre-roll performance driven by non-skippable ads

0%

20%

40%

60%

80%

100%

0 5 10 15 20 25 30

% s

till

watc

hin

g (

inc.non

-vie

wable

im

pre

ssio

ns)

Seconds into ad

6`` Non-Skippable 15`` Non-Skippable 20`` Non-Skippable Skippable

Why this matters: Attention leads to recall…

▪ Source: Lumen lab studies; 57 digital ads n=400; 7000 print ads, n=16000

7%

10%

20%

28%

33%35%

8%

12%

16%18%

17%

22%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Not seen 0 to 1s 1 to 2s 2 to 3s 3 to 4s 4 to 5s

Pro

mp

ted

re

ca

ll

Dwell time on advertising

Press Digital display

…and attention leads to sales online…

0,10

0,190,21

0,320,35

0,37

0,0

0,1

0,1

0,2

0,2

0,3

0,3

0,4

0,4

0 to 10 10 to 20 20 to 30 30 to 40 40 to 50 50 to 60

Con

ve

rsio

ns p

er

00

0

imp

ressio

ns

Expected % viewed

0,18 0,150,21

0,30

0,39

0,48

0,0

0,1

0,2

0,3

0,4

0,5

0,6

0 to 0.5 0.5 to 1 1 to 1.5 1.5 to 2 2 to 2.5 2.5 to 3

Con

ve

rsio

ns p

er

00

0

imp

ressio

ns

Expected average dwell time (s)

…and attention leads to sales online…

0,10

0,190,21

0,320,35

0,37

0,0

0,1

0,1

0,2

0,2

0,3

0,3

0,4

0,4

0 to 10 10 to 20 20 to 30 30 to 40 40 to 50 50 to 60

Con

ve

rsio

ns p

er

00

0

imp

ressio

ns

Expected % viewed

0,18 0,150,21

0,30

0,39

0,48

0,0

0,1

0,2

0,3

0,4

0,5

0,6

0 to 0.5 0.5 to 1 1 to 1.5 1.5 to 2 2 to 2.5 2.5 to 3

Con

ve

rsio

ns p

er

00

0

imp

ressio

ns

Expected average dwell time (s)

54% increased in media cost

239% increase in short term sales

10x ROI

…and sales offline

0%

2%

17%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Impressions Viewable impressions Viewed impressions

Perc

enta

ge u

plif

t in

sale

s o

ver

the c

ours

e o

f cam

paig

n

Using attention data to price TV/video advertising relative to other channels

2,5 4,1 5,2

12,6

24,8

127,4

Desktopdisplay

Facebook(desktop)

Mobile display DOOH (2mhead-on)

Press YouTube(Desktop)

Dw

ell

tim

e m

inute

s p

er

000 im

pre

ssio

ns/c

onta

cts

/readers

Attention (min) per 000 impressions




Desktop

pre-roll

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0 1 2 3 4 5

% o

f vie

wable

im

pre

ssio

ns s

een f

or

more

than

Dwell time (s)

Desktop pre-roll

OOH

Press

Mobile Display

Facebook Desktop

Desktop Display

Assumes 100% viewability for press

Implications for advertisers, planners and publishers

All impressions are not created equal

Buy (and sell) attention not impressions

Simultaneous vs sequential media

Contact

Mike Follett

[email protected]

Managing Director

David Bassett

[email protected]

Analytics Director

22 Highbury Grove

Unit 215, ScreenWorks

London, N5 2EF

020 3735 5199

www.lumen-research.com

Paying (for) attention · Paying (for) attention How eye tracking reveals the true nature of attention Mike Follett Lumen Research January 2019. Attention technology An attention

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