# Contextually targeted Ads drive 3.3x higher attention, proved by Lumen and Seedtag new research
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2021-11-29
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: Seedtag Study Reveals Ads Drive 3.3x More Attention than
Meta Description: Discover how Seedtag's contextual advertising outperforms standard ads, capturing attention and driving sales. Learn more about the study findings.
URL: https://financedigest.com/contextually-targeted-ads-drive-3-3x-higher-attention-proved-by-lumen-and-seedtag-new-researchhtml

![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/lumen-image-1-1736836806691-compressed.png)

![Lumen](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/lumenlogo-1-1736836806622-compressed.png)

_“The Power of Contextual in the Attention Economy” research gives evidence that Seedtag ads drive 3.3x more attention than IAB standard ads._

_London, UK, EMBARGO November 30, 2021_ – [Seedtag](https://www.seedtag.com/), the leader in contextual advertising in EMEA and LATAM, today released the report [“](https://www.seedtag.com/resources/the-power-of-contextual-in-the-attention-economy/) The Power of Contextual in the Attention Economy”, a study conducted by Seedtag along with attention-measurement firm [Lumen Research](https://lumen-research.com/). The analysis proves that Seedtag’s ads double the attention of other Outstream Video and similar Rich Media platforms and drive 3.3x more attention than IAB standard ads by combining the power of Contextual Intelligence with high-impact formats.

In today’s privacy-first world, the ability for a brand to capture and hold consumers’ attention is becoming a real challenge. However, as the industry moves away from third-party cookies, [brands have an opportunity to build meaningful connections with consumers by embracing contextual](https://www.financedigest.com/gumgum-granted-first-mrc-accreditation-for-brand-safety-and-contextual-targeting-for-ctv.html "GumGum Granted First MRC Accreditation for Brand Safety and Contextual Targeting For CTV") advertising. These strategies allow [brands to deliver relevant](https://www.financedigest.com/how-cfos-of-consumer-brands-can-create-new-value-relevance-at-scale.html "How CFOs of Consumer Brands can Create New Value & Relevance at Scale") ad experiences, fully aligned with consumers’ interest in real-time, driving impact and attention while respecting users’ privacy.

Placing brand messages next to relevant content ensures they will catch users’ attention, which will [ultimately reflect on sales](https://www.financedigest.com/the-ultimate-excel-sales-tracking-templates-for-businesses.html "The Ultimate Excel Sales Tracking Templates For Businesses") figures: according to Lumen, **ads holding attention for more than 2.5 seconds can drive sales up to 50%**. Seedtag [partnered with Lumen](https://www.financedigest.com/teads-partners-with-lumen-research-to-offer-attention-measurement-to-clients-globally.html "Teads partners with Lumen Research to offer attention measurement to clients globally") to dive deeper into their format’s performance, being able to effectively assess the attention quality driven by Seedtag custom formats and placements.

The research involved 1,200 UK respondents aged 18+, whose navigation patterns and [viewing behavior were tracked through eye-tracking technology](https://www.financedigest.com/lumen-registers-increased-views-and-more-positive-response-to-ads-using-seenthis-technology.html "Lumen registers increased views and more positive response to Ads using SeenThis Technology"). The results obtained were then put into context, benchmarking them against main video and display channels.

Key findings:

- **Seedtag’s Ads Initiated Greater Noticeability than All Other** [Digital Channels:](https://www.financedigest.com/how-to-mix-digital-and-offline-channels-for-competitive-advantage.html "How to mix digital and offline channels for competitive advantage") Seedtag’s ads were more noticed, with 87% ads viewed compared to the low of IAB standard ads with 61%.
- **Seedtag Generated Significant View Times:** Seedtag ranked in the [top two in terms of holding](https://www.financedigest.com/5-top-tips-when-holding-a-crisis-press-conference.html "5 Top Tips When Holding a Crisis Press Conference") attention, with 3.2s average viewing time for each ad or impression delivered, as opposed to outstream video’s 1.8s.
- **Seedtag Led with Highest APM Score:** Seedtag led among all other digital channels with the greatest APM score (Attentive seconds per 000 impressions delivered), driving a total of 2766 seconds per 000′ delivered, 3.3x as much as IAB standard [units and 37% more compared to Social](https://www.financedigest.com/united-bulgarian-bank-selects-onespan-to-help-fight-social-engineering-and-mobile-malware-attacks.html "United Bulgarian Bank Selects OneSpan to Help Fight Social Engineering and Mobile Malware Attacks") Media ads.

The attention data collected within this [study has allowed Lumen](https://www.financedigest.com/national-cinemedia-releases-first-cinema-attention-measurement-study-conducted-by-lumen-in-collaboration-with-dentsu.html "National CineMedia releases first cinema attention measurement study, conducted by Lumen in collaboration with dentsu") to build a Seedtag-specific predictive model that provides a deep understanding of its attention performance. By collecting impression-level data through a LAMP tag (Lumen [Attention Measurement](https://www.financedigest.com/playground-xyz-study-finds-carbon-emissions-from-digital-ads-fall-by-63-on-average-when-measured-and-optimized-for-attention-time.html "Playground xyz study finds carbon emissions from digital ads fall by 63% on average when measured and optimized for attention time") Platform), Seedtag is capable of determining the attention score for each format, placement, and domain. These insights allow brands to optimize the [attention quality](https://www.financedigest.com/new-ozone-study-demonstrates-clear-link-between-quality-of-attention-to-content-and-quality-of-attention-to-accompanying-ads.html "NEW OZONE STUDY DEMONSTRATES CLEAR LINK BETWEEN QUALITY OF ATTENTION TO CONTENT AND QUALITY OF ATTENTION TO ACCOMPANYING ADS") of their campaigns, while avoiding impression wastage.

Paul Thompson, UK and Netherlands Country Manager at Seedtag, states: The  [research conducted with Lumen](https://www.financedigest.com/lumen-research-expand-us-operations-with-key-sales-and-customer-success-hires.html "Lumen Research expand US operations with key sales and customer success hires") makes it clear that the commonly used industry metrics, such as viewability, are not helpful when determining the attention quality of media investment. Therefore, we should invest [time in measuring what really matters and what our customers](https://www.financedigest.com/future-proofing-your-small-business-its-time-to-listen-to-your-customers-needs.html "Future proofing your small business – it’s time to listen to your customer’s needs") are, for the most part, paying us to deliver. These results also backed up our unique formula, where we combine cutting-edge contextual technology with creativity, [driving outstanding](https://www.financedigest.com/outstanding-schools-drive-parents-to-reynard-mills.html "Outstanding schools drive parents to Reynard Mills") results for our partner brands.”

Michael Follett, Managing Director, [Lumen Research](https://www.financedigest.com/lumen-research-hires-senior-director-of-marketing-and-appoints-new-chief-operating-officer-and-chief-strategy-officer.html "Lumen Research hires Senior Director of Marketing and appoints new Chief Operating Officer and Chief Strategy Officer") says: “Seedtag is a key partner for us and we are excited to be announcing this groundbreaking partnership. Lumen’s attention metrics are based on data and algorithms from our eye-tracking panel, which contains several years’ worth of attention data from hundreds of households – comprising thousands of websites and [millions](https://www.financedigest.com/ireland-fines-instagram-a-record-400-million-over-childrens-data.html "Ireland fines Instagram a record 0 million over children’s data") of eye tracking data points. By tracking a variety of publishing environments and ad formats on an impression level we have [identified relationships between attention and other variables and can create](https://www.financedigest.com/beyond-compliance-creating-business-value-with-legal-entity-identifiers.html "Beyond compliance: creating business value with Legal Entity Identifiers") effective predictive estimates. This is a game-changer for [advertisers](https://www.financedigest.com/what-is-advertising-the-answer-to-that-question-will-change-your-advertising-campaigns.html "What is Advertising? The Answer to That Question Will Change Your Advertising Campaigns!") seeking reliable data on the impact of their campaigns.”

**About Seedtag**

[Seedtag](https://www.seedtag.com/) is the leading Contextual Advertising Company that creates highly impactful and engaging solutions for relevant premium visual content, powering targeting and returns for top publishers and the finest brands. The company’s contextual A.I. allows brands to [engage with consumers](https://www.financedigest.com/now-im-a-believer-the-art-of-engaging-consumers.html "Now I’m a Believer: The Art of Engaging Consumers") within their universe of interest on a cookie-free basis.

Seedtag was founded in Madrid in 2014 by two ex-Googlers who wanted to get the most out of editorial images and to this day it is a global [company that more than 200 employees and an important international presence with offices](https://www.financedigest.com/hundreds-of-tyson-foods-employees-to-depart-as-company-closes-offices-wsj.html "Hundreds of Tyson Foods employees to depart as company closes offices – WSJ") in Spain, France, Italy, UK, Benelux, Germany, Mexico, Brazil and Colombia.

**About Lumen**

Lumen is an attention [technology company](https://www.financedigest.com/kelda-technology-selected-as-one-of-thetop-30-cleantech-companies-in-the-world.html "Kelda Technology selected as one of thetop 30 cleantech companies in the world") that uses eye tracking to help brands measure, buy and amplify attention to their marketing.

More information:

Rocío Martínez de Carlos

PR Coordinator

[rociomartinez@seedtag.com](mailto:rociomartinez@seedtag.com)

+34 628533468

For more information on Lumen

Mike Follett

mike.follett@lumen-research.com

**This is a Sponsored Feature**


---
This blog is powered by Superblog. Visit https://superblog.ai to know more.
---