paying (for) attention · paying (for) attention how eye tracking reveals the true nature of...
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Paying (for) attention
How eye tracking reveals the true nature of attention
Mike Follett
Lumen Research
January 2019
Attention technology
An attention currency for the attention economy
Eye tracking and attention predictions at speed and scale for desktop
and mobile
• Cross media
• Programmatic integrations
• Link to sales
Consistent unit of attention across media
Methodology
Continuous panel
n=500, UK
2016-present
Bespoke studies
n=21,600 (UK, US, Aus, SE, CH, FR,
NL)
2013-present
Source: Lumen Research
Based on attention data from the Lumen Attention Panel, Jan 2016-present
Viewable = 50% of pixels for 1+ sec
Example full page study heatmap
The attention funnel: a big difference between viewability and viewing
The attention funnel: a big difference between viewability and viewing
Source: Lumen Research
Based on attention data from the Lumen Attention Panel, Jan 2016-present
Viewable = 50% of pixels for 1+ sec
173k impressions served
59% viewable
20.2 seconds av. viewable time
20% viewed the ad
1.3 seconds av view time
3% viewed for 1 sec+
Example full page study heatmap
Source: Lumen Research
Based on attention data from the Lumen Attention Panel, Jan 2016-present
Viewable = 50% of pixels for 1+ sec
173k impressions served
59% viewable
20.2 seconds av. viewable time
20% viewed the ad
1.3 seconds av view time
3% viewed for 1 sec+
Example full page study heatmap
The attention funnel: a big difference between viewability and viewing
Dramatic differences in the quality of attention across different media and platforms
Source: Lumen Research
Based on attention data from the Lumen Attention Panel, Jan 2016-present + bespoke studies
Viewable = 50% of pixels for 1+ sec
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0 0,5 1 1,5 2 2,5 3 3,5 4 4,5 5
% o
f vie
wable
im
pre
ssio
ns s
een f
or
more
than
Dwell time (s)
OOH
Press
Mobile Display
Facebook Desktop
Desktop Display
Drivers of differences in quality of attention
0
0,5
1
1,5
2
2,5
3
3,5
4
0 10 20 30 40 50 60
Ave
rag
e d
we
ll tim
e (
s)
Viewable time (s)
All Digital ads
All print ads
Drivers of differences in quality of attention
0%
10%
20%
30%
40%
50%
60%
70%
0 20 40 60
% V
iew
ed
Viewable time (s)
0
0,5
1
1,5
2
2,5
3
3,5
4
0 10 20 30 40 50 60
Ave
rag
e d
we
ll tim
e (
s)
Viewable time (s)
All Digital ads
All print ads
Drivers of differences in quality of attention
0%
10%
20%
30%
40%
50%
60%
% v
iew
ed
100 top ranked domains
0%
10%
20%
30%
40%
50%
60%
70%
0 20 40 60
% V
iew
ed
Viewable time (s)
% likelihood
to view
MPUs
0
0,5
1
1,5
2
2,5
3
3,5
4
0 10 20 30 40 50 60
Ave
rag
e d
we
ll tim
e (
s)
Viewable time (s)
All Digital ads
All print ads
Pre-roll advertising dramatically outperforms all other media in our dataset
Source: Lumen Research
Based on attention data from the Lumen Attention Panel, Jan 2016-present + bespoke studies
Viewable = 50% of pixels for 1+ sec
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0 0,5 1 1,5 2 2,5 3 3,5 4 4,5 5
% o
f vie
wable
im
pre
ssio
ns s
een f
or
more
than
Dwell time (s)
Desktop pre-roll
OOH
Press
Mobile Display
Facebook Desktop
Desktop Display
Pre-roll performance driven by non-skippable ads
0%
20%
40%
60%
80%
100%
0 5 10 15 20 25 30
% s
till
watc
hin
g (
inc.non
-vie
wable
im
pre
ssio
ns)
Seconds into ad
6`` Non-Skippable 15`` Non-Skippable 20`` Non-Skippable Skippable
Non-Skippable 6s, n = 169
Non-Skippable 15s, n = 32
Non-Skippable 20s, n = 29
Skippable, n = 769
Non-Skippable 6s, n = 169
Non-Skippable 15s, n = 32
Non-Skippable 20s, n = 29
Skippable, n = 769
Aggregated heatmap of % viewed to skippable pre-roll
Aggregated heatmap of Av dwell time
Pre-roll performance driven by non-skippable ads
0%
20%
40%
60%
80%
100%
0 5 10 15 20 25 30
% s
till
watc
hin
g (
inc.non
-vie
wable
im
pre
ssio
ns)
Seconds into ad
6`` Non-Skippable 15`` Non-Skippable 20`` Non-Skippable Skippable
Why this matters: Attention leads to recall…
▪ Source: Lumen lab studies; 57 digital ads n=400; 7000 print ads, n=16000
7%
10%
20%
28%
33%35%
8%
12%
16%18%
17%
22%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Not seen 0 to 1s 1 to 2s 2 to 3s 3 to 4s 4 to 5s
Pro
mp
ted
re
ca
ll
Dwell time on advertising
Press Digital display
…and attention leads to sales online…
0,10
0,190,21
0,320,35
0,37
0,0
0,1
0,1
0,2
0,2
0,3
0,3
0,4
0,4
0 to 10 10 to 20 20 to 30 30 to 40 40 to 50 50 to 60
Con
ve
rsio
ns p
er
00
0
imp
ressio
ns
Expected % viewed
0,18 0,150,21
0,30
0,39
0,48
0,0
0,1
0,2
0,3
0,4
0,5
0,6
0 to 0.5 0.5 to 1 1 to 1.5 1.5 to 2 2 to 2.5 2.5 to 3
Con
ve
rsio
ns p
er
00
0
imp
ressio
ns
Expected average dwell time (s)
…and attention leads to sales online…
0,10
0,190,21
0,320,35
0,37
0,0
0,1
0,1
0,2
0,2
0,3
0,3
0,4
0,4
0 to 10 10 to 20 20 to 30 30 to 40 40 to 50 50 to 60
Con
ve
rsio
ns p
er
00
0
imp
ressio
ns
Expected % viewed
0,18 0,150,21
0,30
0,39
0,48
0,0
0,1
0,2
0,3
0,4
0,5
0,6
0 to 0.5 0.5 to 1 1 to 1.5 1.5 to 2 2 to 2.5 2.5 to 3
Con
ve
rsio
ns p
er
00
0
imp
ressio
ns
Expected average dwell time (s)
54% increased in media cost
239% increase in short term sales
10x ROI
…and sales offline
0%
2%
17%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Impressions Viewable impressions Viewed impressions
Perc
enta
ge u
plif
t in
sale
s o
ver
the c
ours
e o
f cam
paig
n
Using attention data to price TV/video advertising relative to other channels
2,5 4,1 5,2
12,6
24,8
127,4
Desktopdisplay
Facebook(desktop)
Mobile display DOOH (2mhead-on)
Press YouTube(Desktop)
Dw
ell
tim
e m
inute
s p
er
000 im
pre
ssio
ns/c
onta
cts
/readers
Attention (min) per 000 impressions
Source: Lumen Research
Based on attention data from the Lumen Attention Panel, Jan 2016-present + bespoke studies
Viewable = 50% of pixels for 1+ sec
Desktop
pre-roll
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0 1 2 3 4 5
% o
f vie
wable
im
pre
ssio
ns s
een f
or
more
than
Dwell time (s)
Desktop pre-roll
OOH
Press
Mobile Display
Facebook Desktop
Desktop Display
Assumes 100% viewability for press
Implications for advertisers, planners and publishers
All impressions are not created equal
Buy (and sell) attention not impressions
Simultaneous vs sequential media
Contact
Mike Follett
Managing Director
David Bassett
Analytics Director
22 Highbury Grove
Unit 215, ScreenWorks
London, N5 2EF
020 3735 5199
www.lumen-research.com