Havas Media Group and Lumen launch global partnership

Havas Media Group and Lumen Research will create tools to plan, measure, buy and optimise attention on a global scale as part of a new partnership.

The agreement will combine Havas Media Group’s Media Experience (Mx) operating system with Lumen Research’s proprietary attention data.

Dentsu UK & Ireland announced in April that it would partner with Lumen on real-time trading and measurement of “effective attention”, but Havas is planning to integrate Lumen tools into 150 markets globally.

Lumen’s Attention Measurement Platform (LAMP) uses continuous eye-tracking panels to register visual attention from participants to create machine learning models and score attention metrics across video and display formats.

This attention data, including averages across online display, video and social media formats, will be added to Mx operating system planning tools from this month.

Jon Waite, global head of activation at Havas Media Group commented: “Measuring and optimizing attention is an integral component of cutting through the noise and ensuring brands are effectively delivering meaningful media experiences that resonate with consumers. Havas Media Group’s partnership with Lumen Research allows us to assess attention more accurately than ever before with the combined power of real human observations alongside device data and machine learning.”

Measurement of attention has become a hot topic in commercial media, particularly as advertisers face a future without internet cookies to track users for marketing purposes.

Two of the world’s most renowned proponents of attention research write monthly columns for The Media Leader, Lumen’s Mike Follett and Amplified Intelligence’s Professor Karen Nelson Field.