Back to Member Vault

Attention and OOH: Primed and Ready for the Cookieless Future

Tags:

Attention Measurement
Attention Measurement

This content was created by an IAB UK member

Members of IAB UK can contribute to the Member Vault. Log in to submit your content.

This report was presented at IAB UK's Attention Forum 10th February 2022.

JCDecaux commissioned Lumen to undertake a new attention study to test the hypothesis that priming consumers with the same creative on digital out-of-home would increase attention on subsequent online advertising. Could this priming effect plug the third-party cookie gap?

 

The research set up three consumer groups. Group one performed an online task that mimicked the tracking seen with cookie targeting, group two watched a walk-through video of a city centre which exposed them naturally to some DOOH advertising, and group three was our control group. All respondents were then asked to go online to a newspaper website where they were also served digital advertising.

 

Using Lumen’s eye-tracking technology we were able to measure the attention consumers paid to the digital advertising and understand whether exposure to the same advert on DOOH increased the likelihood to look at the same creative on the news site. We were also able to measure awareness and click-through rate.  We were also able to compare the results to those served with cookie targeting.

Lumen and JCDecaux_IAB_Attention_Session.pdf

By Mike Follett, Managing Director, Lumen Research; Chris Felton, Director of Data and Insights, JCDecaux, Head of Research and Measurement

Lumen Research

We employ the latest developments in eye tracking research to help you understand exactly how your customers consume your communications.

Instead of opinion and inference, we provide hard facts about what actually capture’s people’s attention, and can make solid, actionable recommendations on how you can optimise your communications.

We use innovative eye tracking techniques to understand what really captures people's attention - and what really drives their behaviour.

We link this to sales data to improve ROI on ad spend. Have you ever wondered which ads placed in the national newspapers are the most effective at engaging readers?

We do an eye tracking research each week to find out which of the ads were most successful in getting attention. Lumen Research was founded by eye-tracking expert Rob Stevens and advertising strategist Mike Follett.

Posted on: Wednesday 16 February 2022