Inskin Media, which specialises in multi-screen, high impact digital brand advertising, has been working with Lumen Research to generate objective attention estimates for its formats, in order to provide advertisers with accurate and predictive data about campaign performance.
Inskin formats deliver exponentially higher attention – 15 times or more – compared to standard display ads, with the digital media company now providing objective and predictive attention estimates for each campaign, thanks to Lumen’s proprietary pool of data and algorithms, which is built on millions of eye-tracking impressions.
Inskin will be providing the following metrics based on Lumen’s proprietary algorithms:
– Percentage of total Impressions looked at
– Average visual engagement time
– Attention per 1000 Impressions
– Total attention
“We are leading the charge on offering unique and independently verified predictive attention estimates on every campaign on desktop and smartphone,” said Matthew Newcomb, CEO, Inskin Media.
“By assessing the cost per attentive second of campaigns, we have shown that our Pageskin formats are the best value digital ad format you can buy. With consumers bombarded with thousands of branded messages every day, scarcity of attention and ‘banner blindness’ is a huge problem for the industry. But, by offering attention estimates, we can help ensure brands deliver high impact campaigns which deliver on business outcomes, thanks to the proven links between attention, recall, emotional engagement and sales.”
Inskin’s attention estimates are based on independent data which, combined with millions of impressions of Inskin creatives, has been used to analyse the visual engagement performance of its unique formats. Pageskin formats on desktop, for instance, were found to deliver on average between 3.5 and 4.5 seconds of attention.
A value of attention analysis on Pageskin also showed that attentive seconds per 1000 impressions were much higher than those found elsewhere on the web and similar to a 15” TV ad – and yet the format came in at a much lower price point than a display ad on mobile web and desktop, for instance.
“According to independent verification, we capture attention in a similar way to a 15” TV ad – without the need to spend hundreds of thousands in addition to production costs,” said Newcomb.
Mike Follett from Lumen Research, added: “Lumen’s attention metrics are based on data and algorithms from our eye-tracking panel, which contains several years’ worth of attention data from hundreds of households – comprising thousands of websites and millions of eye-tracking data points.”
“By tracking a variety of publishing environments and ad formats on an impression level we have identified relationships between attention and other variables and can create effective predictive estimates. This is a game-changer for advertisers seeking reliable data on the impact of their campaigns.”
Indeed, with viewability not always correlating with engagement, attention is a far better indicator of campaign effectiveness. As such, Lumen’s attention metrics will be included in all of Inskin Media’s end of campaign reports for clients, with no charge or minimum spend.
Inskin Media partners with 260 publishers, works with over 1,000 blue-chip brand clients and delivers campaigns to more than 2,000 premium websites, globally.
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