Adaptive streaming company, SeenThis, announces that a study with Lumen, the leading technology company for attention measurement, found that creatives delivered by SeenThis capture higher attention and more positive responses than delivering the same creatives using conventional technology . The study was commissioned to determine how much attention is generated by SeenThis-enabled streaming video compared to standard video advertising and to understand the impact of SeenThis proprietary streaming technology on the all important metric of attention.
For the test, Lumen compared three streaming creatives from SeenThis with equal size and placementstandard video ads on a popular news website. Lumen then performed a variety of tests, including eye tracking and recall.
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SeenThis is a vast improvement on standard streaming for the delivery of video in an advertising context,, with its proprietary technology optimizing for display and minimizing data transfer. Lumen’s study shows the performance value of this faster and more impactful viewer experience. It found that SeenThis streaming ads generated significant performance improvements. For instance:
- 80% of ads using SeenThis technology grabbed attention compared to less than half when using conventional technology
- 78% of ads powered by SeenThis technology were ‘technically viewable’ compared to only two thirds when using conventional technology
- Prompted brand recall was up by 4% compared to standard banners
“Lumen’s findings prove the clear benefit of delivering digital ads with SeenThis technology. Advertisers gain dramatic increases in attention compared to standard video ad delivery technologies,” said Jesper Benon, CEO at SeenThis.
“Streaming video technology from SeenThis delivers higher actual attention, giving advertisers a clear opportunity to reach a higher number of their audience effectively,” said Mike Follett, CEO and Founder at Lumen.
Methodology:
The test group respondents browsed three webpage articles where each article either included an outstream video ad using SeenThis technology or standard video ads. To conduct the study Lumen enrolled 300 respondents from the UK all aged 18+ to conduct a 10-minute online survey. Additionally, they also enrolled 250 participants as a control group to answer a 5-minute survey. The test groups then answered spontaneously and prompted recall questions. In order to measure attention effects, the study participants accessed Lumen’s software via their mobile phone turning their device into an eye tracking camera.