Havas and Lumen to Create Attention Measurement Tools

Havas Media Group has partnered with eye tracking specialist Lumen Research to create bespoke tools to plan, measure, buy and optimise attention.

Through the deal, Havas Media Group's Mx (Media Experience) operating system will be expanded with the addition of Lumen Research's proprietary attention data, gathered through continuous eye tracking panels to estimate the consumer attention generated by each media impression. This addition is currently rolling out across 150 of Havas Media Group's global markets, and will be available to client teams later this month.

Lumen's Attention Measurement Platform (LAMP) uses web camera eye tracking to record visual attention from panel participants, creating a training data set for machine learning models to score video and display media formats for attention metrics. The partnership will give Mx access to attention averages across online display, video, and social media formats; and enable the measurement of the attention of client campaigns on an ongoing basis.

Jon Waite (pictured), Global Head of Activation at Havas Media Group, comments: 'Measuring and optimising attention is an integral component of cutting through the noise and ensuring brands are effectively delivering meaningful media experiences that resonate with consumers. Havas Media Group's partnership with Lumen Research allows us to assess attention more accurately than ever before with the combined power of real human observations alongside device data and machine learning.'

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