Which campaigns can be tagged with Lumen attention?
Any Branding campaign going through the Buying Engine.
What environments are supported?
Web and CTV Homescreen. CTV in-stream is coming soon.
What is the list of OEMs that can be measured with Lumen’s Homescreen model?
A: LG and OEMs with VIDAA operating system.
Where can attention be activated?
In TAM directly at campaign level during set up, or in Manager at campaign level too.
Is it free?
Yes, Attention measurement powered by Lumen is available in Teads Ad Manager (TAM) at no additional cost
Can you explain attention metrics and their meaning?
View rate is the % of the impressions that receive attention.
E.g: If your campaign did 1,000 impressions and 500 of them had a least 100ms of attention, then your campaign has a 50% view rate.
Formula: Viewed impressions/Impressions
Eyes-on dwell time only takes into account the viewed impressions. From these viewed impressions, it shows the average time people set their attention on it.
E.g: Following the 50% view rate example above, eyes-on dwell time would only consider the 50% viewed impressions and make an average of dwell time for these impressions.
Formula: Total dwell time of viewed impressions/Viewed impressions
Attentive seconds per 1,000 impressions (APM) is a mix of view rate and Eyes-on dwell time. While Eyes-on dwell time only took into account the viewed impressions, APM looks at all impressions. It is simply the Eyes-on dwell time multiplied by the View rate.
E.g: Your campaign did 1,000 impressions, generating 2,000 seconds of attention. Then your APM is 2,000 seconds per 1,000 impressions.
Formula: 1,000 x Total dwell time / Total impressions
What is Lumen panel and how do they create their attention model?
Lumen builds its predictive model using eye-tracking panels (currently 1,000 users in the US and 1,000 in the UK). Panel participants allow Lumen to track attention via webcam during browsing. These observations train a machine learning model that predicts attention based on environmental signals such as:
Time in view
Scroll behavior
Page clutter
Placement visibility
The model then estimates attention for impressions across the broader Teads inventory.
Is the methodology the same for CTV Homescreen and Web environments?
The methodology is similar to Outstream, except that the eye -tracking data that has been used to build the model comes from the Mediamento study commissioned by Teads, as well as eye-tracking studies from Lumen.
Is Attention the same as typical viewability metrics?
No, it's not. Just because an ad is in view or in the screen it doesn't mean a user is looking at the ad. It's true that the longer an ad is in-view, then it is more probable to get a user's attention but Attention uses more precise eye-tracking data in order to look for business outcomes. Digital marketing has become full of "noise" and many ads on a page which can lead to bad practises such as forcing viewability towards users. Attention is about understanding the real attentiveness an ad is getting and looking for non-invasive ways to improve the attention towards a brand.
Can Lumen activate any webcam to any user to capture attention?
Of course not! Lumen has access to the webcams of the people in their panels only. From these panels they capture real attention and correlate it to environmental signals (time in view, scroll, clutter,...); and then in real environments, they estimate attention paid to the ad, from the environmental signals.
To any Teads user, Lumen can only capture the usual environmental signals of time in view, viewability, scroll rate and time, clutter on the page, and others.
Can I activate attention mid-flight?
Yes, as soon as you activate the tracking, your campaign will be tagged, with a sampling applied, and as soon as the day after you will see attention metrics in the reporting of your campaign in TAM.
We cannot calculate attention from past impressions. An ad must be tagged during it's delivery to have Lumen attention metrics.
How do we argue that our benchmarks are so much higher than Lumen's?
Lumen measures attention across all types of digital placements, including environments that typically generate lower attention (e.g., some social formats). Teads benchmarks primarily reflect premium publisher environments and InRead formats, which generally generate higher attention levels. Please note that benchmarks are not yet available for CTV Homescreen, as Teads are the first to use Lumen's measurement for this environment.
Is attention adapted to my country? As Lumen's panels are only US and UK (for now), is attention reliable in my country?
For all western alphabets, the user behaviour was proved to be the same by Lumen studies.
A user reading The New York Times from the US or India will have the same scroll and interaction with the website. An engaging ad in a top tier website will drive attention, regardless of the season or location of the user.
If a user in one country is reading slower, on average, it would be captured by the attention measurement. But once again, studies have proven that it is not the case. So long as people read from left to right, the interaction with websites is similar.
Can I generate reports with attention metrics?
Yes, you can. If you add attention metrics to your report, you won't have access to all metrics and dimensions, but the most important ones will be available.
Can I measure all types of campaigns?
Only Branding (web and CTV Homescreen) campaigns are available.
Traffic Acquisition campaigns are not available as they have as an objective different optimisations towards visits and other metrics rather than brand awareness or Attention.
Can I measure all kinds of formats and creatives?
Yes, you can. Any type of creative or format that can be added to a Branding (web or CTV HomeScreen) campaign can be measured by Lumen. These creatives may be wrapped by Teads or any 3rd Party vendor, as long as they can be added to campaigns within the Teads platform.
Can we measure Lumen with any other 3rd Party Brand Lift provider?
This is not currently available in TAM, however some 3rd Party Brand Lift providers can be added by manually tagging each creative in the campaign and applying the specific VAST Tag within TAM. Look to your Teads representative for more details on this different (and slightly longer) process.