Lumen Research and TVision have joined forces to provide advertisers with a unique, attention-first approach to measuring the effectiveness of their TV and CTV campaigns. By integrating TV and CTV attention metrics with Lumen’s predictive eye-tracking technology, advertisers can now gain insights into every audience’s on-screen attention, allowing for optimised media buying based on attention signals that drive the best outcomes for each brand.

This new partnership offers a range of innovative attention technology solutions for TV and CTV buyers, including CTV and Linear TV Attention Audits, Ad Creative Optimisation, and Attentive Private Marketplaces. With these tools, advertisers can measure the true return on investment of TV and CTV campaigns in the context of other media investments through a single set of metrics while gaining unique insights into every audience’s on-screen attention.

“TVision has been a trusted partner of ours for years, and this new partnership marks a milestone in our relationship,” says Mike Follett, CEO at Lumen. “By combining the power of our predictive attention datasets, Lumen and TVision are creating a unique attention model for every client that can help optimise media measurement and strategies based on what really drives attention and outcomes for each brand.”

“We’re excited to offer customers a way to measure TV and CTV investments in comparison to digital and social channels and activate media buying with predictive attention models that can optimise for the best outcomes based on ad format, channel, partner, and more,” said Yan Liu, CEO of TVision.

TVision provides second-by-second, person-level data about how people watch TV – who’s watching, what they’re watching, and how much attention they are paying to both linear and streaming TV. Advertisers, agencies, networks, streaming content providers, measurement companies, and data platforms use TVision data to make more informed media decisions, measure performance, produce content that engages audiences, and benchmark their results against competitors. TVision is headquartered in New York City, with offices in Boston and Tokyo.

Lumen is the world’s leading attention technology company, with large-scale biometric datasets based on real-world and predictive eye-tracking technology that convert the webcam on a user’s phone or desktop computer into a high-quality eye-tracking camera, capturing not only what users could see, but also what they do see.

With this new partnership, Lumen and TVision are revolutionising the way advertisers measure the effectiveness of their TV and CTV campaigns. By providing unique attention metrics that are optimised for each brand, they are empowering advertisers to make more informed media decisions and produce content that engages audiences and drives the best outcomes.

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