Partnership for Lumen Research and Cint

Attention measurement tech company Lumen Research and research tech and marketplace pioneer Cint have announced a partnership. The firms aim to help advertisers and agencies see 'exactly how attention influences marketing outcomes' - and take action accordingly.

Lumen was founded in 2013, and uses proprietary eye-tracking data from more than 50 countries to help media buyers minimise ad waste and maximise return. The firm promises clients actionable attention predictions and brand-specific models of attention, and last month teamed up with Netflix to measure the attention paid to ads on the streamer's global ad-supported CTV, desktop and mobile inventory.

Lumen CEO Mike Follett says of the latest partnership: 'We've proven time and again that attention is one of the most reliable indicators for business success. This partnership with Cint allows us to take a step further and link attention time to brand lift scores to pinpoint the moments that matter most. This gives our clients actionable tools to see exactly how attention translates into brand recall and favourability.'

Kathryn Failon, VP, Measurement at Cint comments: 'Advertisers are under more pressure than ever to prove how media investment drives business outcomes, especially in the upper funnel. Through our partnership with Lumen Research, we're helping clients better understand the relationship between attention and brand advertising impact, so they can move beyond assumptions and make more informed decisions about what truly drives impact.'

Web site: www.cint.com and www.lumen-research.com .