On Device and Lumen Launch Attention Impact Tool

In the UK, mobile research and sample specialist On Device Research has partnered with eye tracking firm Lumen to launch a product allowing quantitative measurement of an ad's branding impact, based on consumers' attention to digital advertising.

The new Attention Brand Impact tool combines On Device Research's measurement solution with Lumen's attention measurement platform, and can be used to understand the impact of attention an advert delivers. In addition, the solution provides agencies and in-house marketers with a 'holistic view' of advertising consumption, not only using quantitative metrics, such as reach and click through rates.

The system uses attention predictions based on Lumen's LAMP tag, with data from Lumen's eye tracking panels for desktop and mobile. This data is converted into a predictive model of attention that estimates how much attention ads are likely to receive based on their 'viewability' characteristics. Users who add Lumen LAMP tag to their creative can then combine the attention estimates with the results from On Device uplift studies, to understand the relationship between attention and recall.

Alistair Hill, CEO and co-founder, On Device Research, claims the launch offers a level of insight into advertising attention that has not been seen before in the industry. Mike Follett, MD of Lumen, adds: 'Up until now we've been able to link attention to cost and performance outcomes. Now, thanks to our partnership with On Device, advertisers will be able to understand the brand value of the attention their ads are generating.'

Web sites: www.ondeviceresearch.com and www.lumen-research.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.