George Dixon’s Post

Here’s a case study on how a leading automotive brand increased its conversion rate by 441% simply by optimising towards attention... Since 2013, Lumen Research has amassed a huge amount of data from our eye-tracking panel studies, and the data show that, on average, 70% of advertising is never looked at. This formula holds true: • 1,000 impressions served • 700 could have been viewed (70% viewable) • 300 are actually viewed (30% get attention) Clearly, if an ad isn’t looked at, it can’t have any impact, and if 70% of your budget is wasted, then the other 30% has to work so much harder. Lumen Research worked with a leading automotive brand to overcome that challenge by targeting their campaign towards actual human attention. Lumen curated an attentive private marketplace (PMP), which delivered high-attention ad placements while eliminating the ad placements that are viewable but not viewed from the plan. Compared to the control campaign, the attention targeting delivered: • 441% higher conversion rate • 58% lower cost per action • 218% increase in qualified visits to the website In short, the brand and Lumen partnered to turn attention into action. If you would like to know more about the science behind optimising towards attention, please drop me a note in the comments or via DM, and I will get back to you. - More case studies available on our website (link in the first comment of this post) #attention #advertising #marketing

Brands are already using the right amount attention to increase cost efficient outcomes for both performance and brand activity. If you would like to explore how understanding attention can help your brand increase the quality of media they are buying, whilst simultaneously reducing the cost of your business outcomes, please get in touch #attention #outcomes

At Lumen Research, we help brands understand how much attention they need to drive business outcomes. This case study proves just how powerful attention-first strategies are🚀 Get in touch if you want to start seeing results like this ⬇ 📈 🙌

Very cool use case of Lumen's attentive PMP here. The key number is the qualified conversions: the Lumen platform analyzed the attention score most likely to get high attention and high CTR based on the brand's specific data and curated a PMP built for performance & powered by attention data. Check out the full details below!

Imagine a world where you're able to optimise your media toward ad placements that people are actually going to look at AND use that data to help drive down CPA for your lower funnel tactics - well imagine no more 😮 Lumen is working with some of the biggest brands globally to find their optimal attention through our newest product - The Loop. We've already seen instances of 60% reduction in CPA when optimising toward attention metrics 🥊 If you think about it - it makes sense. In order for an ad to do it's job it needs to be seen; and this couldn't be easier to do than with Lumen 👀 We have loads more case studies on our website but feel free to reach out if you'd like to talk through how attention can help drive outcomes for your business ✌🏽 #attention #media #cpa #digitalmedia #LumenResearch

"Fantastic insights from Mike Follett CEO at Lumen Research! This case study underscores a crucial lesson: businesses across all sectors can greatly benefit from integrating attention economy metrics into their marketing strategies. With 70% of advertising going unseen, understanding how to capture genuine human attention isn't just beneficial—it's essential for any savvy marketer looking to optimize ROI. The impressive results achieved for this automotive brand demonstrate that prioritizing high-attention ad placements can lead to significant improvements in conversion rates and cost efficiency. Let’s rethink our marketing mix and harness the power of attention economy metrics to drive success! 👏💡 #attention #advertising #marketing" This message has been generated by Nova - download it for free: https://lnkd.in/ebpcurnf

Lookwalker advertising is an exciting and innovative way to connect with potential customers in a fast-moving, visually engaging manner. Its unique combination of mobility, high visibility, and personal interaction offers brands a cost-effective solution to stand out in a crowded marketplace. Whether it's for a product launch, promotion, or increasing local brand awareness, lookwalkers provide a flexible and impactful advertising tool that brings a fresh, human element to outdoor marketing. With its growing popularity, lookwalker advertising is fast becoming a go-to strategy for businesses looking to create memorable, on-the-move brand experienceces lookwalker advertising offers many advantages, therearefewconsiderationsto keep in mind. The effectiveness of the campaign relies on the location and timing of the lookwalker's deployment. If the area chosen doesn't have enough foot traffic or is not aligned with the target audience, the campaign may not deliver the desired results. Additionally, since lookwalkers are human-operated, ensuring the comfort and endurance of the individuals carrying the boards is important, especially for long campaigns. #lookwalker #lookwalkeradvertisment #lookwalkeradvertising #lookwalkerads #lookwalkeractivity #lookwalkeradvertising #gsglobalexpo #lookwalkerbranding #lookwalkeractivity #lookwalkerprovider

We partnered with Upwave, the analytics platform for brand advertising, to analyze over 25 clients’ campaigns across multiple verticals. The findings reveal how effectively these brands have been able to drive KPIs —including ad recall, consideration, brand favorability, purchase intent, and more — when working with AudienceXpress. Some key results include: 📈 100% of the analyzed campaigns had at least one KPI with positive lift. 👓 An optical retailer saw positive lift across the full brand funnel for its target audience, such as +13% for brand awareness, +11% for ad recall. 💳 A personal finance app achieved positive lift across its three main brand KPIs: ad recall (+10.8%), awareness (+4.3%), and consideration (+4.6%). Download the report for the full insights: https://bit.ly/4d7SFYt

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*An Eye-Tracking Study of Attention to Brand-Identifying Content and Recall of Taboo Advertising* In a world soaked with up to 10,000 brand messages daily, capturing consumer attention has become more challenging than ever. This study, conducted by Susan D. Myers, George D. Deitz, Bruce A. Huhmann, Subhash Jha, and Jennifer H. Tatara, explores how taboo themes in advertising can effectively cut through the clutter to enhance brand recall and attention. Key Insights The research delves into the impact of taboo advertising, using eye-tracking technology to measure direct attention and self-report data to understand consumer responses. Unlike previous studies that relied on indirect measures, this study offers a more accurate assessment of how taboo themes affect attention and recall. Findings Improved Brand Recall: advertisements with taboo themes significantly enhance brand recall. Increased Attention to Key Elements: taboo themes draw initial and sustained attention to brand logos and product images. Complexity Moderation: while high complexity in ads can mitigate the effects, the presence of taboo elements still drives attention. Conclusion This groundbreaking research demonstrates that integrating taboo themes into advertising not only grabs attention but also improves the retention of brand-identifying information. These findings provide valuable insights for marketers looking to navigate the competitive landscape and influence consumer behavior effectively. Impact on Neuraflow Algorithm The insights from this study have significantly influenced the development of the Neuraflow algorithm. By understanding how taboo themes affect attention and recall, Neuraflow can better optimize advertising strategies to ensure maximum engagement and effectiveness. This alignment with eye-tracking data ensures that Neuraflow's recommendations are grounded in robust, empirical evidence, enhancing its capability to deliver impactful advertising solutions. See how our algorithm reacts to this type of advertising in https://neuraflow.com.br/ https://lnkd.in/dqp9gkpd #neuraflow #advertising #attention #taboo