Havas Media Network, Lumen Research, Brand Metrics and the World’s Largest Attention and Outcome Study.

Client: Lumen Research and Brand Metrics

There has been much discussion about whether advertisers have over- indexed on lower-funnel metrics - focusing on return-on-ad spend at the campaign level, but not building a real relationship at the customer level. The relationship between attention and performance advertising is well understood. Ads need to get attention to work. After all, unseen is unsold. But what if we could look to link display advertising attention, not just to clicks and conversions, but to brand outcomes like awareness, consideration, preference, and intent to purchase?

We set out to understand the relationship between predicted attention and brand metrics at scale in a situation where we didn’t have impression-level viewability data within campaigns and data consistency between campaigns. Importantly we also didn’t want panel members recruited to answer surveys, we wanted to hear from the actual campaign audience.

Done right, this was a challenge which would impact the whole media marketplace, sparking debate and new ways of thinking about advertising.

So Havas, Lumen, and Brand Metrics teamed up to conduct a ground-breaking analysis of how advertising attention can influence awareness, consideration, preference, and action intent levels, based on viewability, frequency, attention, and brand metrics data across billions of attentive impressions. This resulted in the largest eye-tracking dataset in the world, and over 9,000 brand lift studies.

This research is the world’s largest study into how advertising attention impacts brand metrics ever undertaken and the results have the potential to drive new thinking into how campaigns are planned and bought in future.