# Lumen Releases Report from PwC on the ROI of Attention Technology
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2023-04-27
Category: TECHNOLOGY
Category URL: https://financedigest.com/category/technology
Meta Title: PwC Confirms Lumen's Attention Model Predicts
Meta Description: Discover how Lumen's attention model outperforms viewability in predicting engagement and conversion rates. Download the full PwC report now!
URL: https://financedigest.com/lumen-releases-report-from-pwc-on-the-roi-of-attention-technologyhtml

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_Lumen becomes the first attention technology company to be assessed by the global consulting firm_

**London, UK –** **27th April 2023:** [Lumen Research](https://lumen-research.com/), the leading technology provider, has released a report from PwC which reviews the Lumen Attention Measurement Platform (LAMP) – making it the first attention technology product to be assessed by PwC.

From June 2022 to October 2022, PwC conducted a detailed walkthrough with [Lumen](https://www.financedigest.com/lumen-research-expand-us-operations-with-key-sales-and-customer-success-hires.html) on the company’s attention prediction methodology across both global and domain models. PwC reviewed the application of Lumen’s methodology for three blue-chip advertisers; assessing the datasets and calculations used to verify the correlation between attention and click-through rate and conversion, in comparison to viewability.

PwC found that [Lumen’s attention](https://www.financedigest.com/lumens-latest-report-shows-astonishing-levels-of-attention-achieved-by-in-game-advertising.html "Lumen’s latest report shows astonishing levels of attention achieved by in-game advertising") model correctly predicted whether an impression was viewed 70% of the time, where “viewed” is measured by a detected eye gaze on an ad for at least 100 milliseconds.

The review’s findings demonstrated that attention per [impression was correlated with superior click-through rates](https://www.financedigest.com/dust-suppression-control-market-reflect-impressive-growth-rate-to-during-2026.html "Dust Suppression Control Market Reflect Impressive Growth Rate to During 2026") and conversion, in comparison to viewability. This indicates the importance of attention metrics for brands as a way to drive better performance across both engagement and purchase orders. The relationship between predicted attention and [brand lift metrics](https://www.financedigest.com/the-financial-times-opts-to-partner-with-brand-metrics-for-brand-lift-measurement-globally.html "The Financial Times opts to partner with Brand Metrics for brand lift measurement globally") such as ad recall was more complicated, and in line with viewable time metrics. This likely points to the [impact of brand](https://www.financedigest.com/bad-interactions-and-unethical-practices-impacting-brand-loyalty.html "Bad interactions and unethical practices impacting brand loyalty") size and creative execution in influencing these softer measures.

“We are excited to partner with PwC in this review of our attention [technology](https://www.financedigest.com/grain-and-cereal-crop-market-novel-technological-solutions-will-create-lucrative-growth-opportunities.html "Grain And Cereal Crop Market : Novel Technological Solutions Will Create Lucrative Growth Opportunities") solutions,” says Mike Follett, CEO. “This review proves the value of [attention](https://www.financedigest.com/playground-xyzs-high-attention-marketplaces-are-now-available-with-pubmatic.html) in the advertising [media mix by demonstrating a clear correlation between Lumen’s](https://www.financedigest.com/havas-media-group-partners-with-lumen-research-to-measure-and-optimise-attention-at-global-scale.html "Havas Media Group Partners with Lumen Research to Measure and Optimise Attention at Global Scale") attention optimization model and higher click-through rates and conversions, as well as the superiority of attention to viewability as a way to drive better results for ad campaigns.”

“We found that Lumen’s approach to [measuring the impact of attention](https://www.financedigest.com/eye-tracking-findings-emphasise-the-importance-of-measuring-attention-in-digital-advertising.html "Eye tracking findings emphasise the importance of measuring attention in digital advertising") was both logical and unbiased,” says Sam Tomlinson, PwC’s Media Leader. “This assessment helps show that attention metrics can [provide a meaningful and actionable new form of measurement for advertisers for digital](https://www.financedigest.com/digital-banking-traditional-banks-vs-fintech-providers.html "Digital banking: Traditional banks vs. fintech providers") advertising.”

[**Key Learnings**](https://www.financedigest.com/microlearning-puts-reskilling-in-the-fast-lane-key-learnings-from-financial-services.html "Microlearning puts reskilling in the fast lane: Key learnings from financial services")

- PwC confirmed that [Lumen’s attention](https://www.financedigest.com/contextually-targeted-ads-drive-3-3x-higher-attention-proved-by-lumen-and-seedtag-new-research.html "Contextually targeted Ads drive 3.3x higher attention, proved by Lumen and Seedtag new research") model correctly predicted whether an impression was viewed 70% of the time, where “viewed” is measured by a detected eye gaze on that ad for at least 100 milliseconds
- Lumen’s [attention predictions correlated better than viewability with performance metrics](https://www.financedigest.com/frameplay-announces-new-attention-metric-in-video-game-environments-validated-in-partnership-with-dentsus-attention-economy-team-by-first-to-market-studies.html "Frameplay Announces New Attention Metric in Video Game Environments, Validated in Partnership with dentsu’s Attention Economy Team by First-to-Market Studies") such as click-through rate and conversion
- The relationship between predicted attention and brand lift [metrics such as ad recall was more complicated, and in line with viewable time metrics due to brand](https://www.financedigest.com/brand-metrics-hires-taylor-sturtevant-as-it-focuses-on-growth-in-the-us.html "Brand Metrics hires Taylor Sturtevant as it focuses on growth in the US") size and creative execution

**For more information**:

[Download the full PwC report here](https://avocet.hubspotpagebuilder.com/pwc-lumen-report)

Maryum Sheikh, Press Lead, [The Digital Voice™](https://www.thedigitalvoice.co.uk/)

press@thedigitalvoice.co.uk

**About Lumen**:

[Lumen is the world’s leading attention technology company](https://lumen-research.com/), with large-scale biometric datasets based on real-world and predictive eye-tracking technology that convert the webcam on a user’s phone or desktop computer into a high-quality eye-tracking camera, capturing not only what users could see, but also what they do see.

**About PwC**:

At PwC, our purpose is to [build trust](https://www.financedigest.com/how-financial-services-can-secure-data-and-build-trust-in-todays-modern-environment.html "How financial services can secure data and build trust in today’s modern environment") in society and solve important problems. We’re a network of firms in 156 countries with more than 295,000 people who are committed to delivering [quality in assurance](https://www.financedigest.com/the-neurotrophic-keratitis-treatment-market-to-stand-on-quality-assured-digitization.html "The Neurotrophic Keratitis Treatment Market to stand on quality assured digitization"), advisory and tax services. Find out more and tell us what matters to you by visiting us at [www.pwc.com](http://www.pwc.com/). PwC refers to the PwC network and/or one or more of its member firms, each of which is a separate [legal entity](https://www.financedigest.com/russian-central-bank-gives-legal-entities-green-light-to-trade-foreign-shares.html "Russian central bank gives legal entities green light to trade foreign shares"). Please see [www.pwc.com/structure](http://www.pwc.com/structure) for further details.


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