Member Article

On Device Research & Lumen Launch New Attention Brand Impact Product

On Device Research today announced their partnership with Lumen, enabling the launch of a new Attention Brand Impact product, which provides the world’s leading brands, advertising agencies and media owners with a market leading quantitative measure of an advertisement’s brand effectiveness based on consumers’ attention to digital advertising.

The new evaluation tool combines On Device Research’s unique measurement solution with Lumen’s proprietary attention measurement technology. It can be applied across digital media to help marketeers to establish the impact of attention an advert delivers.

The Attention Brand Impact product, available from now, provides the industry with a better understanding of the performance of advertising creative, formats, placements and targeting. The solution allows agencies and in-house marketing practitioners to take a holistic view of advertising consumption, not only using quantitative, linear metrics, such as reach and click through rates. The product also allows for agile campaign planning, adapting creative and placements, with rapid insights that can inform decision making while campaigns are still live.

The system uses attention predictions based on Lumen’s LAMP tag, with data from Lumen’s eye tracking panels for desktop and mobile. This data is turned into a predictive model of attention that estimates how much attention ads are likely to receive based on their viewability characteristics. Clients who attach the Lumen LAMP tag to their digital creative can then combine the attention estimates with the results from On Device uplift studies to understand the relationship between attention and recall at scale.

The Attention Brand Impact Study can be deployed across almost all digital advertising inventories. Once this has been tracked and isolated by media channel, a proprietary On Device Research panel is served a brand impact survey. Brand uplifts are then measured, comparing an exposed and a control group.

These insights are combined with an attention score. On Device Research combines the two data sets, with outputs enabling the measurement of whether high or low attention impacts the effectiveness of a campaign in shifting brand perceptions.

The Attention Brand Impact product can be purchased as a one-off measurement tool, or as part of a package where more consistent tracking is required. The two brand measurement tools, combined into a single solution, not only provides more in-depth insight but offers significant cost savings for clients.

Alistair Hill, CEO and co-founder, On Device Research, commented: “We are delighted to bring to market this new proposition, as we are offering a level of insight into advertising attention that has not been seen before in the industry. What is so exciting, is how this solution can be deployed to help organisations to make informed decisions, to potentially save millions on their campaign planning and execution. In a fragmented media landscape, where gaining attention is harder than ever before, the need to rapidly measure the performance of campaigns has never been more important.”

Mike Follett, managing director of Lumen, said: “This is a major step forward for the attention economy. Up until now we’ve been able to link attention to cost and performance outcomes. Now, thanks to our partnership with On Device, advertisers will be able to understand the brand value of the attention their ads are generating.”

This was posted in Bdaily's Members' News section by On Device Research .