The Attention Funnel Explained

The top of the funnel checks if an ad appeared on the screen, even if only a small part of it was visible for a brief moment. Viewability standards determine if an ad meets the minimum requirements to be considered viewable, but these standards can be arbitrary and may not reflect actual viewing. Attention measures if people actively look at the ad.

Eyes-on dwell time measures how long people spend looking at an ad, even if it's not all at once. For example, if you watch the first and last two seconds of an ad, that counts as four seconds of attention. Attention data is averaged across all viewers and ads, providing an overall measure of how likely ads are to be viewed and how long they are looked at. Lumen combines the average likelihood of viewing with the average dwell time to calculate "attentive seconds per thousand impressions," which helps compare attention across different ad formats and platforms.

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Revision #6
Created 28 September 2023 11:09:52 by Gabriele
Updated 30 October 2024 13:34:39 by Yana Gryshkova