Attention measurement specialist Lumen has recently begun working with TVision to build up an attention data set for linear TV and connected TV. And this data has thrown up some interesting findings says Mike Follett, CEO of Lumen. For example, cricket ads perform extremely well against attention metrics, since the ads are shown in very brief breaks in play between overs.
In this interview, Follett also discusses why advertisers should stop buying ads on cluttered websites, and how attention measurement can help brands run more sustainable ad campaigns. Filmed at New Video Frontiers 2023 in London.
