While viewability tells if an ad has the opportunity to be seen, attention aims to tell whether ads are actually viewed. A substantial body of research has been developed over the past years in this area, establishing that attention is a better proxy than viewability to estimate brand outcomes.
Attention metrics powered by Lumen, a leader in attention research and measurement, are now available for your branding campaigns in Teads Ad Manager.
How does Lumen attention measurement technology work?
Lumen uses a proprietary eye-tracking technology on a consenting panel to analyze the correlation between attention (i.e. whether people look at ads, and for how long) and a variety of environmental signals such as time in view, screen real estate, ad format, scroll speed, ad clutter, etc.
This panel data is used to train a machine learning algorithm that can then be used to estimate attention metrics on any impression, based on the environmental signals. This technology is referred to as LAMP (Lumen Attention Measurement Platform).
When enabling Lumen attention measurement on a campaign in Teads Ad Manager, environmental signals will be collected for every impression and converted into attention metrics with Lumen's model.
Applying attention measurement on a campaign
Attention measurement can be applied to any Branding campaign in Teads Ad Manager. When editing your campaign, tick the "Enable built-in Lumen Attention tracking" checkbox under the Attention section in the Campaign settings panel.
If this section is not available on your Teads Ad Manager account, please reach out to your Teads point of contact.
Note: Attention was launched in TAM on 22 May 2023. Campaigns activated before that date will not show any Attention metrics in the Attention dashboard in TAM (even if currently live). If the campaign previously had an Attention study live, contact your Teads point of contact or the intelligence team to assist you on reporting for these campaigns.
Lumen attention metrics
Lumen attention metrics are available in the Campaign Dashboard under the Attention section, as well as in the Reports module.
Metric | Definition | Formula | Explanation |
View rate
| % of impressions receiving at least 1 eye fixation (minimum duration 100ms) as estimated by Lumen's attention model | Viewed impressions / Total Impressions | Best estimate of % impressions that were actually seen e.g. if the campaign served 1,000 impressions and Lumen's model predicts that 500 of them had at least one eye fixation then View Rate is 50% |
Average Eyes-on Dwell Time | The average amount of time - in seconds - that viewed ads were looked at, as estimated by Lumen's attention model | Total Eyes-on Dwell Time of Viewed Impressions / Viewed Impressions | This metric estimates the average amount of visual attention the viewed ads received. |
Attentive seconds per 1,000 impressions (APM)
| Aggregate amount of ‘eyes on’ visual attention received by 1000 impressions, as estimated by Lumen's attention model | Total Eyes-on Dwell Time / Total Impressions * 1000 | This composite metric helps understand the power of advertising to deliver ‘eye balls’ for advertisers and can be used as a single metric to assess inventory quality across campaign components (e.g. creatives and targeting strategies). |
Note: Dashboards are updated once at 00:00 hours (GMT+1) daily with data from the previous day that ran.
For more details on Lumen methodology or the way of using these attention metrics, please reach out to your Teads point of contact.
Note: On March 4th, 2024 Lumen's attention model and solution has been improved to make the measurement more accurate and robust. The updated model is based on a larger dataset, mitigating the impact of outliers, and enhancing overall performance and reliability.