Lumen wins top prize at PDRF!

We won the prestigious best paper award at the PDRF awards in Madrid. The paper was awarded for the demonstration of the power of quality media.

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Our eye-tracking data show how advertisements on newsbrand websites have the highest chance of getting seen and achieve an overall better ad performance than on any other website. 

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Get in touch with us to test ads of your own, we'd love to hear from you!

Lumen In the Press:
IPA'S Effectiveness Event : Measuring the unmeasurable

We recently attended IPA's effectiveness event : 'Measuring the unmeasurable' which hosted insightful speakers that emphasised the importance of measuring the success and effectiveness of advertising and attention.

Our very Own Mike Follett gave an eye-opening talk about our findings as a world-first attention technology company that specialises in eye tracking for both print and digital advertising; highlighting the real value eye-tracking and attention-tracking insights have in assesing the effectiveness of advertising.

 

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Our data from our eye tracking panel proves how brilliant people are at ignoring advertising and how limited attention is; Whereby only 1 out of 5 of digital advertisements get looked at and only 16% of those are viewed for over a second.

Our insights prove that attention plays the most important role in achieving online conversions and offline sales due to the fact that people don’t care as much for brands as we would assume. Explaining that our focus should be towards making the advertising memorable, as the advertisements that get looked at for the longest lead to the highest conversions. An ad’s success shouldn’t be measured by the last click, but by the most attention.

 

We believe that the data that can be put into our models is more granular than ever before and can very much measure the unmeasurable.

 

Get in touch with us to test ads of your own, we'd love to hear from you!

Airbnb brings it home!

This week we tested the Airbnb and Hilton MPU ads below : 

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Despite the fact that both ads matched expected MPU viewability norms; Airbnb's ad was twice as engaging as Hilton's with a norm beating of 0.8 seconds! 

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Both ads showcased a similar logical view order where attention was mainly drawn towards the headline and imagery, which helped ensure the purpose of the ad was met. Airbnb's use of people in their imagery kept viewers interested for twice as long - Making Airbnb our winner! 

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People build interest : Featuring people in imagery helps grip and sustain viewers attention for a longer period of time.


People build interest : Featuring people in imagery helps grip and sustain viewers attention for a longer period of time.

Get in touch with us to test ads of your own, we'd love to hear from you!

Addison Lee laps Uber!

This week we put Addison Lee and Uber to the race and tested their MPU ads :

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Addison Lee’s ad performed exceptionally well having people looking at it for over twice as long than expected (1.7s to 0.7s) making it over three times more engaging than Uber’s!

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Although both ads underperformed in comparison to MPU format viewability % norms : 21% noticed Uber's ad compared to Addison Lee's 27%. Most of the attention was drawn towards the headline in Addison Lee's ad which ensured key messages of the ad were taken home by viewers. - Making it our winner!

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Get in touch with us to test ads of your own, we'd love to hear from you!

Apple Takes A Bigger Bite of Attention

This week Apple launched their new iPhone X, but how well does its advertising perform against Samsung’s Galaxy S8?

iPhone X Eye tracking

Both ads performed well, beating format norms for % viewed and the iPhone showing higher than average dwell time (s). Samsung’s ad was better at grabbing attention compared to norm, but Apple kept people engaged for 1s longer than expected, compared to Samsung ad that performed at norm level for engagement.

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iPhone X Eye tracking results

Apple has showcased how powerful simple advertising can be: a combination of product name, short headline and product image has boosted dwell time. High contrast colour effectively draws the eye to the main focus, the new iPhone X: over half of people notice it for 1.1”. In contrast, Samsung’s relatively cluttered ad has led to less engagement –the product is only glanced at for 0.2”, whilst much of the text goes unread.


 Apple highlight how less can be more: keeping it simple with a clear, short headline and product image can really boost attention to advertising.

Get in touch with us to test ads of your own, we'd love to hear from you!

Lumen In the Press:
10 brilliant digital marketing stats we’ve seen this week

Ads are 80% more likely to be seen on news brand sites

In a comparison of ad viewability, a study by Lumen found news brand sites to far outperform non-newsbrand sites, showing that ads were 80% more likely to be seen.

Using eye-tracking technology, the study found just 20% of all ‘viewable’ digital ads were actually seen by the participants. However, 24% of viewable ads were viewed on newsbrand sites compared to just 13% elsewhere.

Meanwhile, ads on newsbrands sites were noticed in around half the time required by other sites, and dwell time was almost twice as long.
— Nikki Gilliland, Econsultancy

Lumen in the Press: <br/> Men are 'more responsive' to online ads

Lumen in the Press:
Men are 'more responsive' to online ads

Men are ‘more responsive’ to online ads
Men are more responsive to online ads than women, according to an eye-tracking study by picture provider Shutterstock.

An image of a child in a ballpit with a heatmap showing where most people’s eyes were drawn
An image of a child in a ballpit with a heatmap showing where most people’s eyes were drawn
Shutterstock’s study, carried out by eye-tracking specialists Lumen, found that simple image-led online ads which mirror the demographic profile of their target audience perform best.

Males looked at the ads for 0.4 seconds longer than females...
— Omar Oakes, Campaign

Lumen in the Press:
For the first time in 30 years there is a declining trend in the effectiveness of media

Marketing has become so focused on the “who” and targeting people we have lost sight of the importance of the context of that connection and the impact that has on effectiveness

This was one conclusion from the recent Newsworks Effectiveness Summit. Mike Follet of Lumen Research used an eye tracking panel to highlight that only 20% of “viewable” ads are actually viewed (only 6% for more than 1 second). His key point being that just because you can see an ad does not mean that you will...
— Graeme Wright, Havas People

Lumen in the Press:
Paying (For) Attention

Lumen's Mike Follett examining eye-tracking research to assess the value of quality context on attention levels at Newsworks' Effectiveness Summit 2017