# Havas Media Group Partners with Lumen Research to Measure and Optimise Attention at Global Scale Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2022-06-01 Category: NEWS Category URL: https://financedigest.com/category/news Meta Title: New Data-Driven Capability for Meaningful Media | Havas Meta Description: Get the latest data-driven capability to measure and optimise attention for brands with Havas Media Group's new partnership with Lumen Research. Find out URL: https://financedigest.com/havas-media-group-partners-with-lumen-research-to-measure-and-optimise-attention-at-global-scalehtml ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/lumen-x-havas-1736815669149-compressed.jpg) **_New data-driven capability equips brands with the resources to identify meaningful, attention-commanding media experiences_** By Havas Media Group \| June 1, 2022 Havas Media Group announced today a global partnership with Lumen Research that will create bespoke tools to plan, measure, buy and optimise attention. This offering, the first of its kind to be integrated on a global scale, augments Havas Media Group’s Media Experience (Mx) [operating system with Lumen Research’s](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") proprietary attention data, harnessing the world’s largest and longest-lasting continuous eye tracking panels to estimate the consumer attention generated by each media impression. The addition of attention data to Havas Media Group’s Mx operating system is currently rolling out across 150 of Havas Media Group’s global markets and will be available to [client teams](https://www.financedigest.com/brand-metrics-bolsters-client-services-team-as-brand-lift-measurement-booms.html "Brand Metrics bolsters client services team as brand lift measurement booms"), effective June 2022. “In a landscape where consumers are inundated with countless media experiences every day, traditional metrics such as impressions and viewability only tell part of the story,” said Jon Waite, [Global Head of Activation](https://www.financedigest.com/global-factory-activity-weakens-as-demand-falters.html "Global factory activity weakens as demand falters") at Havas Media Group. “Measuring and optimising [attention](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") 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](https://www.financedigest.com/lumen-research-and-tvision-announce-global-partnership-for-advanced-attention-first-measurement-and-media-buying.html "Lumen Research and TVision Announce Global Partnership for Advanced Attention-First Measurement and Media Buying") allows us to assess attention more accurately than ever before with the combined power of real human observations alongside device data and machine learning.” [Lumen’s Attention Measurement](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") Platform (LAMP) utilises web camera eye tracking to record visual attention from consenting panel participants, creating a training data set for machine learning models to score a wide array of video and display media formats for attention metrics. This innovative partnership will augment Havas [Media Group’s Mx planning](https://www.financedigest.com/why-no-event-should-be-planned-without-a-social-media-strategy.html "Why No Event Should Be Planned Without a Social Media Strategy") tools with access to attention averages across online display, video and social media formats. It will directly assess the attention of client campaigns with a bespoke integration of [Lumen’s](https://www.financedigest.com/lumen-releases-report-from-pwc-on-the-roi-of-attention-technology.html "Lumen Releases Report from PwC on the ROI of Attention Technology") LAMP tag that measures attentiveness metrics on an ongoing basis. “We’re immensely excited to be taking such a bold step forward with our partners at Havas,” said Mike Follett, managing [director of 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"). “This relationship represents a change in the way we think about attention – from an interesting [research topic to a fundamental business](https://www.financedigest.com/what-brexit-blues-new-research-reveals-over-half-of-businesses-in-the-financial-sector-believe-brexit-will-have-a-long-term-positive-impact.html "What Brexit blues? New research reveals over half of businesses in the financial sector believe Brexit will have a long-term positive impact") tool.” **_About Havas Media Group_** _Havas Media Group (HMG) is the media experience agency. HMG delivers this brand promise through the Mx System, where meaningful media helps [build more meaningful brands](https://www.financedigest.com/learning-from-the-disrupters-how-finance-brands-can-build-transformative-business-models.html "Learning from the disrupters – how finance brands can build transformative business models"). HMG is [part of the Havas Group](https://www.financedigest.com/mando-part-of-the-leading-global-wpp-communications-group-launches-the-universal-card.html "Mando, part of the leading global WPP communications group, launches the ‘Universal Card’"), owned by Vivendi, one of the world’s largest integrated content, media and communications groups. HMG also consists of two [global media](https://www.financedigest.com/copa90-owner-bigballs-media-lands-stellar-global-business-leaders-to-drive-ambitious-expansion-plans.html "Copa90 owner Bigballs Media lands stellar global business leaders to drive ambitious expansion plans") networks: Havas Media and Arena Media. The media experience [agencies are home to specialists](https://www.financedigest.com/b2b-specialist-pr-agency-the-digital-voice-announces-three-key-account-wins.html "B2B Specialist PR Agency The Digital Voice Announces Three Key Account Wins") across 150 countries worldwide, with 68 Villages. Clients include Unilever, Sanofi, JDE, Hyundai Kia, Puma, TripAdvisor, Michelin, Telefónica, Swarovski, Reckitt Benckiser, among many others. For more information, visit the_ [_Website_](http://havasmedia.com/) _or follow Havas Media Group on_ [_Twitter_](https://twitter.com/HavasMediaGroup) _@HavasMediaGroup,_ _LinkedIn_ _@Havas Media Group,_ [_Facebook_](https://www.facebook.com/HavasMediaGroup) _@HavasMedia or_ [_Instagram_](https://www.instagram.com/havas/) _@havas._ **_About_** [Lumen Research](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") _Lumen Research is the leading attention [technology provider to the advertising industry](https://www.financedigest.com/five-industries-benefiting-from-multi-carrier-sim-technology.html "Five Industries Benefiting from Multi-Carrier SIM Technology"). They deploy their proprietary eye tracking [technology on the world’s](https://www.financedigest.com/is-wearable-technology-ushering-in-a-brave-new-healthy-world.html "Is wearable technology ushering in a brave new healthy world?") largest eye tracking panels. This [data powers](https://www.financedigest.com/ai-big-data-powered-platform-launches-to-provide-knowledge-without-borders.html "AI & Big Data powered platform launches to provide knowledge without borders") the LAMP suite of ad tech tools – the LAMP pre-bid plug in for DSPs, and the LAMP post-bid reporting tag._ **This is a Sponsored Feature** --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---