Lumen Attention Tracking

Introduction To Lumen

In the fast-paced world of digital advertising, understanding and measuring user attention is crucial to ensure that marketing efforts are effective and engaging. Lumen attention tracking is a cutting-edge technology that allows advertisers and marketers to gauge and optimize user attention, providing valuable insights into the effectiveness of ad campaigns. In this article, we will delve into what Lumen attention tracking is, why attention tracking is important in the realm of ad tech, and why Lumen attention tracking stands out as a powerful tool in this space.

What is Lumen Attention Tracking?

Lumen attention tracking is an advanced technology used to measure and analyze the attention that users give to digital content, particularly advertisements. It operates on the principle that tracking eye movements and interactions can provide valuable insights into how users engage with advertisements. By utilizing eye-tracking software and hardware, Lumen attention tracking records where and for how long a user's eyes focus on specific elements of an ad, providing advertisers with critical data for optimizing ad design and placement.

This technology uses specialized hardware like eye-tracking devices to monitor and record eye movements, allowing for a detailed analysis of which areas of an ad capture the most attention. Algorithms and software are then employed to process the eye-tracking data, generating comprehensive reports and visualizations that help advertisers make data-driven decisions

to enhance ad effectiveness.

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Why Attention Tracking is Important in Ad Tech?

Understanding and measuring user attention in the digital advertising landscape is of paramount importance for several reasons. First and foremost, attention is a limited and valuable resource. In a world where consumers are bombarded with an abundance of ads across various platforms, capturing and maintaining a user's attention is a significant challenge.

Effective advertising requires not just reaching the user, but also ensuring that the message resonates and engages them. By tracking attention, advertisers can determine which elements of their ads are attention-grabbing and optimize campaigns accordingly. This leads to higher engagement rates, increased brand recall, and ultimately, a better return on investment (ROI) for advertising efforts.

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Why Lumen Attention Tracking?

Lumen attention tracking stands out as a powerful tool in the ad tech industry due to its precision and granular insights. Traditional metrics like click-through rates or impressions provide only a partial view of ad performance. Lumen attention tracking, on the other hand, offers a deeper understanding of user behavior by focusing on attention duration, gaze paths, and fixations.

The insights derived from Lumen attention tracking can be leveraged to optimize various aspects of ad campaigns, including ad placement, creative design, and call-to-action strategies. Advertisers can make informed decisions based on empirical data, ensuring that their advertisements are not only seen but also capture and retain the user's attention effectively.

The Only Attention Solution Validated By PwC

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In conclusion, Lumen attention tracking plays a vital role in the success of digital advertising. It empowers advertisers to design more engaging and effective campaigns by providing them with a thorough understanding of user attention. By utilizing Lumen attention tracking technology, advertisers can refine their advertising strategies, enhance user engagement, and achieve their marketing goals in an increasingly competitive digital landscape.

How to access Lumen attention tracking?

Implementing Lumen attention tracking involves advertisers reaching out to their ad operations (adops) team to integrate Lumen trackers into their ad campaigns. The adops team then optimizes the campaign based on the insights from the trackers and shares the results afterward. The cost of this service is added on top of the CPM (Cost Per Thousand Impressions).

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Limitations

Lumen attention tracking comes with specific limitations that advertisers need to be mindful of:

  1. Compatibility with Ad Types: Lumen trackers are not compatible with high-impact ads; currently, they are in the testing phase.
  2. Limited Environments: Lumen trackers operate effectively only in VPAID (Video Player-Ad Interface Definition) and OMID (Open Measurement Interface Definition) environments. Therefore, it's advisable not to implement Lumen trackers for video in-game advertising, as this can significantly reduce traffic. However, they can be used for rewarded video advertisements.
  3. Application Support: Some in-game applications may not support Lumen trackers, impacting their functionality within those specific environments. Advertisers should be aware of these constraints when planning their campaigns.

 

Attention Glossory

Impressions - Count of impressions detected by LAMP tag.

Measured Impressions - Count of impressions with successful attention prediction based on our models.

Viewable Impressions - Count of impressions where 50% of the ads pixels were on screen for at least 1" (display) or 2" (video).

Viewed Impressions - Count of impressions that our models predict will have been seen by a human eye. "Seen" here means that the ad impression received at least one eye fixation, which could be as short as 100 millisecons.

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) or Total View Time (Hours) - The total duration that our 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.

APM (Attention Per 1000 Impressions) - Aggregate amount of ‘eyes on’ visual attention received per 1000 impressions. APM (Attention Per 1000 Impressions) = (% Viewed * Avg. View Time) * 1000 (Equivalent to Total View Time / Measured Impressions) * 1000

Avg. View Time - The average amount of time an ad was viewed per measured impression. Avg. View Time = (Total View Time / Viewed Impressions)

% 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 per 1000 Attentive Seconds. aCPM = Total Cost / Total View Time (Seconds) * 1000

 

 

VAST wrapping into VPAID/OMID trackers

Wrapping VAST video into VPAID or OMID tracker can sound complicated. However, it is easier than you think. This article will guide you through how to setup your VAST video campaign with Lumen trackers.

VPAID Tag

We have created one universal tag to wrap your VAST video into VPAID tag. Adops are only required to encode the VAST URI which will be found in the campaign approval page. The encoded VAST URI should change the [encoded_vast_URI] in the tag below:

https://measure.lamp.avct.cloud/measure/vast?aid=64b9358e069614ab642b1d27&mid=651558e7ca594ed718456950&mt=video&vastUrl=[encoded_vast_URI]&vcheck=2f4149a521dc65f953d25440c505b9da&cp_lineItemName={campaign_title}&size={creative_size}&a={app_bundle}&cp_extSiteId={site_id}&cp_creativeId={creative_id}&cp_lineItemId={campaign_id}&cp_dspId=eskimi&cp_extSellerId={exchange_id}&cp_placementId={placement_id}&api_frameworks=[APIFRAMWORKS]

The newly generated VPAID tag should be uploaded as remote VAST URI. Don't forget to track VPAID viewability. As Lumen calculates attentioned from viewable impressions.

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OMID Tag

To wrap your VAST video into OMID tag you only require to change the [APIFRAMWORKS] macros to a number 7 which based on the oRTB standard is considered as OMID API. Also, don't forget to track viewability.

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Price

Don't forget to add the CPM price as technical fees:

VAST video - 0.25$