← Attention Tech
Eye-tracking + predictive Attention models
Lumen
🇬🇧Lumen uses proprietary eye-tracking technology and Attention models to estimate whether an ad was actually looked at and for how long. The offering covers campaign measurement, planning, creative testing and media activation based on Attention signals.
How it works
- 1Eye-tracking studies with participants
- 2Collection of visual-contact data
- 3Combination with placement characteristics
- 4Development of predictive models
- 5Estimation of view probability and Attention time
- 6Application to media planning, buying and creative
Main applications
Creative testing
Eye-tracking studies
Campaign evaluation
Cross-media planning
Comparison across digital, social, TV and OOH
Media-buying optimisation
Attention bidding
Heatmaps and gaze plots
Advantages
- Strong eye-tracking specialisation
- Directly evaluates creative
- Comparison across different media
- Effective Attention-time metrics
- Studies and visual reporting
- Applies to online and offline
Limitations to consider
- Custom studies may require more preparation and investment
- Results depend on the sample, methodology and testing context
- Large-scale extrapolation uses predictive models
- Operational implementation may require integrations
- The volume of metrics requires some specialisation
Ideal profile
Brands and agencies where creative is central and there is interest in comparing media with a common Attention metric.
