SeenThis, Lumen Launch Real-Time Attention Measurement Model For Video Ads

KUALA LUMPUR, Feb 4 (Bernama) -- SeenThis, the video advertising partner transforming how brands distribute video across the open web, has announced the next phase of its partnership with Lumen Research, the leading attention measurement company.

The collaboration introduces a proprietary SeenThis attention model, supported by a custom Lumen attention measurement tag, delivering independently verified, real-time attention insights for agencies and brands.

SeenThis Chief Executive Officer (CEO), Jesper Benon in a statement said the partnership gives advertisers independently verified insight into how attention is earned on the open web and the confidence to invest where performance is proven, not assumed.

Meanwhile, Lumen CEO, Mike Follett said the collaboration brings a new perspective on the drivers of attention by measuring the technology used to deliver video advertising.

“The impact of video load times on visual attention has never been measured before, even though we have all experienced the dreaded empty grey box. It is intuitive – but exciting – to see the positive impact faster load times have on advertising attention,” added Follett.

Through extensive in-market testing, SeenThis’ adaptive streaming technology was shown to outperform legacy out-stream video across key attention metrics, confirming that the speed at which video advertising is delivered is a core driver of attention and that SeenThis’ adaptive streaming delivers video faster and more efficiently.

Initial testing shows that campaigns powered by SeenThis’ adaptive streaming delivered a 1,859 APM score (attention per 1,000 impressions), exceeding Lumen’s benchmarks across all attention metrics, including APM, viewability and in-view time.

Integrated with Lumen’s attention measurement tag, the new SeenThis attention model enables brands and agencies to measure and optimise attention using independently verified data within existing programmatic workflows.

-- BERNAMA