SeenThis and Lumen Research Launch Attention Measurement Model Powered by SeenThis Adaptive Streaming

SeenThis, the video advertising partner transforming how brands distribute video across the open web, 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.

Through extensive in-market testing, SeenThis’ adaptive streaming technology was shown to outperform legacy out-stream video across key attention metrics. The results confirm 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 than standard solutions.

Initial testing shows that campaigns powered by SeenThis’ adaptive streaming delivered an 1,859 APM score (attention per 1,000 impressions) versus traditional out-stream video. SeenThis exceeded Lumen’s benchmarks across all attention metrics, including APM (+37%), viewability (+22%), and in-view time (+12%).

Also Read: ABCS Insights Launches in Canada to Power the Outcomes Advertising Effectiveness Era

Jesper Benon, CEO at SeenThis, said: “For brands, attention only matters if it leads to real outcomes – and if it can be measured transparently. This 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.”

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

Mike Follett, CEO at Lumen, said: “Our collaboration with SeenThis 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 gray box. It’s intuitive – but exciting – to see the positive impact faster load times have on advertising attention. So, the key takeaway for advertisers looking to capture more attention is this: the speed at which your video loads really matters.”

The SeenThis attention model and custom Lumen attention measurement tag are now available to agency and brand partners within their preferred programmatic ways of working, providing real-time campaign insights for measurement and optimization.

SOURCE: GlobeNewswire