Congratulations to our friends at Mediacom and British Gas. In case you missed it they won top prize for Most Effective Use of Programmatic Media at the Campaign Tech Awards for the way they applied Lumen’s attention data to recent campaigns.
The award entry summary neatly captures the value proposition:
Everyone knows that neither click rate nor ad engagement correlate to business outcomes, but in the absence of more meaningful metrics many advertisers slip back into optimising to them. Surely there was a better way? We partnered with eye tracking research company Lumen to link impressions with high attention with sales. Using Lumen’s Attention Model analytics, we optimised to placements forecast to have high attention.
The high attention ads were 56% more expensive, however there was a 240% lift in conversions – a premium well worth paying and a meaningful model we can use in the future!