LONDON, Wednesday 19th April: Lumen Research, the global attention technology company, recently announced a new partnership with TVision, the leading solution for CTV and linear TV attention measurement, to integrate TV and CTV attention metrics with the Lumen Attention Measurement Platform and optimise media buying with an attention model based on Lumen’s predictive eye-tracking technology.
Through this new partnership, TVision and Lumen customers can measure TV and CTV performance based on a standardised set of cross-channel attention metrics including view time, total views, attention per second, and attentive cost per impression for every campaign, ad format, and partner. This allows advertisers to understand the true return on investment of TV and CTV campaigns in the context of other media investments through a single set of metrics while gaining unique insights into every audience’s on-screen attention.
When TV and CTV investments can be measured by attention metrics, advertisers can use the Lumen Attention Measurement Dashboard to tag every impression in a campaign and integrate these cross-channel metrics into programmatic CTV advertising powered by predictive attention models proven to drive higher ad efficiency, brand recall, and return on ad spend. Each attention model is based on brand-specific attention signals, not just segments, and continuously optimises media buying based on those signals in order to drive the best outcomes for each brand.
Lumen and TVIsion’s new partnership offers a number of innovative attention technology solutions for TV and CTV buyers, including:
“TVision has been a trusted partner of ours for years and this new partnership marks a milestone in our relationship,” says Mike Follett, CEO at Lumen. “By combining the power of our predictive attention datasets, Lumen and TVision are creating a unique attention model for every client that can help optimise media measurement and strategies based on what really drives attention and outcomes for each brand.”
“We look forward to this new chapter in TVision’s relationship with Lumen,” said Yan Liu, CEO of TVision. “We’re excited to offer customers a way to measure TV and CTV investments in comparison to digital and social channels and activate media buying with predictive attention models that can optimise for the best outcomes based on ad format, channel, partner, and more.”
Press Contact:
Maryum Sheikh
Press Lead at The Digital Voice
press@thedigitalvoice.co.uk
About TVision
TVision provides second-by-second, person-level data about how people watch TV – who’s watching, what they’re watching, and how much attention they are paying to both linear and streaming TV. Advertisers, agencies, networks, streaming content providers, measurement companies, and data platforms use TVision data to make more informed media decisions, measure performance, produce content that engages audiences, and benchmark their results against competitors. TVision is headquartered in New York City, with offices in Boston and Tokyo.
About Lumen Research
Lumen is the world’s leading attention technology company, with large-scale biometric datasets based on real-world and predictive eye-tracking technology that convert the webcam on a user’s phone or desktop computer into a high-quality eye-tracking camera, capturing not only what users could see, but also what they do see.
Attention measurement refers to the process of quantifying how much attention viewers give to advertisements, helping advertisers understand the effectiveness of their campaigns.
Connected TV (CTV) refers to televisions that are connected to the internet, allowing users to stream content and access various applications.
Programmatic advertising is the automated buying and selling of online advertising space, using software to facilitate the process.
Predictive eye-tracking technology analyzes where and how long a viewer looks at content, providing insights into viewer engagement and attention.
Return on investment (ROI) is a financial metric used to evaluate the profitability of an investment, calculated by dividing the net profit by the initial cost.
Explore more articles in the Top Stories category
