SeenThis and Lumen launch real-time attention model for video ad performance

SeenThis and Lumen Research have launched a joint attention measurement model that combines SeenThis’ proprietary attention model with Lumen’s custom attention tag, offering agencies and brands independently verified, real-time attention metrics for video advertising.

The companies said the model allows advertisers to track how attention is earned on the open web and to optimise campaigns based on verified data rather than assumptions.

In-market testing showed SeenThis’ adaptive streaming format significantly outperformed legacy out-stream video across key attention metrics. Campaigns using SeenThis achieved an Attention Per Mille (APM) score of 1,859, exceeding Lumen’s benchmarks by 37% for APM, 22% for viewability, and 12% for in-view time.

Jesper Benon, chief executive of 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.”

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Mike Follett, chief executive of Lumen, added: “The impact of video load times on visual attention has never been measured before. It’s intuitive – but exciting – to see the positive effect faster load times have. The key takeaway for advertisers is this: the speed at which your video loads really matters.”

The attention model and Lumen tag are now available for agency and brand partners through standard programmatic workflows.

The Recap

• SeenThis and Lumen Research launched a joint attention model.
• Campaigns powered by adaptive streaming reached an 1,859 APM score.
• Model and tag are available to agencies and brand partners.