Insights from leading eye-tracking specialist, Lumen Research has shown display ads on Ozone receives +60% more attention versus other digital inventory, with outstream video receiving +46% more attention.

Lumen Research employs the latest developments in eye tracking to help brands understand exactly how their  customers consume their ads. Instead of opinion and inference, Lumen provides hard facts about what actually captures people’s attention, for solid, actionable recommendations for optimising communications.

Lumen designs eye tracking techniques to understand what really captures attention – and what really drives human behaviour. This is then linked to sales data to improve ROI on ad spend.

Attention leads to recall & action

Through their eye tracking research, Lumen has clearly demonstrated the link between attention and memory/action. Their studies show a clear correlation between the amount of attention an ad receives and its prompted recall, and the same with attention and sales.

Attentive Seconds – rating attention across all media. Lumen has created the ‘Attentive Second’, a currency that can be used across all media, to describe how much attention a brand’s advertising receives. It does this by combining the universe of ads served with viewability and the viewing time as measured by eye-tracking.

The Ozone Effect

• +60% more attention: Lumen’s independent research has shown display advertising on The Ozone Project portfolio delivers +60% more attention per thousand impressions versus other digital inventory.

• +46% on outstream video: The same measures on outstream video have shown +46% attention uplift across Ozone compared to other video inventory.

• Our ads are viewed longer: While a number of factors impact Lumen’s ‘Attentive Second’ score, display and video formats tend to be viewed for longer on Ozone properties than on other inventory. Our display advertising sees a +53% uplift on view time versus other display, while on outstream video there is a +24% uplift.

Source: Lumen Research, Based on 225k ad impressions from the Lumen Attention Panel (Jan 16 – present) Viewable = 50% of pixels for 1+