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.
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Impressions -
Countcount of impressions detected byLAMPLumentag.tag in the campaign. -
Measured Impressions -
Countcount of impressions with successful attention prediction based onourthemodels.Lumen model. -
Viewable Impressions -
Countcount of impressions where 50% of theadsads' pixels were on screen for at least 1" (display) or 2" (video).
ViewedEyes-on Impressionsdwell -time Countmeasures 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 impressionsan ad, that ourcounts modelsas predictfour willseconds haveof beenattention. seenAttention bydata ais humanaveraged eye.across "Seen"all hereviewers meansand thatads, providing an overall measure of how likely ads are to be viewed and how long they are looked at. Lumen combines the adaverage impressionlikelihood receivedof atviewing leastwith onethe eyeaverage fixation,dwell time to calculate "attentive seconds per thousand impressions," which couldhelps becompare asattention shortacross asdifferent 100ad millisecons.formats and platforms.
Total
Viewable Time (Seconds) or Total Viewable Time (Hours) - Sum of the duration when viewable impressions had 50% of the ads pixels on screen (i.e. impressions not reaching 'Viewable' criteria are treated as 0). Viewable duration is capped at 180 seconds for each impression.
Total View Time (Seconds)seconds or Total View Time (Hours)hours) - Thethe total duration that ourLumen models predict the ad impressions will have been viewed for. "Viewing" here involves eye gaze on the ad. This metric records the total amount of visual attention the ads received.
APMTotal Viewable Time (seconds or hours) - the sum of the duration when viewable impressions had 50% of the ad's pixels on the screen (i.e. impressions not reaching 'Viewable' criteria are treated as 0). Viewable duration is capped at 180 seconds for each impression.
Average View Time - the average amount of time an ad was viewed per measured impression.
Avg. View Time = (Total View Time / Viewed Impressions)
View Rate (% Viewed)
% Viewed = (Viewed Impressions / Measured Impressions)
Measured Rate (% Measured)
% Measured = (Measured Impressions / Impressions)
Average Viewable Time (seconds) - the average amount of time an ad was viewable per impression.
Avg. Viewable Time (Seconds) = (Total Viewable Time (Seconds) / Viewable Impressions)
% Viewable
% Viewable = (Viewable Impressions / Impressions)
Attention Per 1000 Impressions)Impressions (APM) - Aggregatethe aggregate amount of ‘eyes on’ visual attention received per 1000 impressions.
APM (Attention Per 1000 Impressions) = (% Viewed * Avg. View Time) * 1000
Or
APM (EquivalentAttention toPer 1000 Impressions) = (Total View Time / Measured Impressions) * 1000
Avg.
% Viewed - % Viewed = (Viewed Impressions / Measured Impressions)
% Measured - % Measured = (Measured Impressions / Impressions)
Avg. Viewable Time (Seconds) - The average amount of time an ad was viewable per impression. Avg. Viewable Time (Seconds) = (Total Viewable Time (Seconds) / Viewable Impressions)
% Viewable - % Viewable = (Viewable Impressions / Impressions)
aCPM - Cost perPer 1000 AttentiveSeconds Seconds. (aCPM)
aCPM = Total Cost / Total View Time (Seconds) * 1000
