Lumen’s digital panel (in partnership with Aimia) comprises 300 households across the UK, each equipped with a laptop-mounted eye tracking sensor.

The panel is nationally representative, and data is collected with strict adherence to MRS code of conduct

 
Online digital eye tracking

Media valuation: From viewable to viewed

Just because an ad is viewable does not mean that anyone actually views it. Lumen provides viewing data to publishers and advertisers to help them understand which sites, locations and ad formats generate enhanced visual engagement – and which get ignored.

For instance, viewability companies estimate that on average, around 54% of ads are served in viewable conditions. But our research shows that only 35% of ads are actually looked at – with massive variations between formats. 

Source: Viewability data from meetrics UK benchmarks, Q1 2016 - % Viewed based on 5012 main format impressions (1396 DMPU, 1241 Billboard, 1739 MPU, Leaderboard 636)

Source: Viewability data from meetrics UK benchmarks, Q1 2016 - % Viewed based on 5012 main format impressions (1396 DMPU, 1241 Billboard, 1739 MPU, Leaderboard 636)

RESULT: Reduced wastage on ads that don’t get seen, and focused investment on high performance formats.


Creative optimisation: pre-testing and tracking

We conduct controlled tests to understand the impact of creative design and contextual targeting on advertising. We can then compare the performance of the ads we test against our normative database. Clients use our service to pre-test designs before they go to market and track the performance of campaigns, and benchmark their success. See our sample dashboard

Online news article eye tracking
Feature analysis Shows % Viewed and Av Dwell time of particular features of the advert and differences between audiences

Feature analysis

Shows % Viewed and Av Dwell time of particular features of the advert and differences between audiences

Engagement curve Shows retention of attention for each impression

Engagement curve

Shows retention of attention for each impression

RESULT: Increased stand out and engagement with your advertising