# Lumen’s latest report shows astonishing levels of attention achieved by in-game advertising
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2022-07-26
Category: NEWS
Category URL: https://financedigest.com/category/news
Meta Title: Study Reveals 22 Second Avg Viewing Time for Digital Turbine
Meta Description: Find out how Lumen Research and Digital Turbine are revolutionizing in-game mobile ads, with an average viewing time of 22 seconds and impressive audience
URL: https://financedigest.com/lumens-latest-report-shows-astonishing-levels-of-attention-achieved-by-in-game-advertisinghtml

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**Sponsored Feature Presented by Lumen**

_The report reveals an average viewing time of 22 seconds for_ [_Digital Turbine_](https://www.digitalturbine.com/) _’s_ _video ad formats_

**London, UK – 26th July 2022:** [Lumen Research, a pioneering attention measurement agency](https://lumen-research.com/), has teamed up with Digital Turbine, the end-to-end mobile growth and monetization platform delivering video ads to billions of users through partnerships with leading app publishers, to examine in-game mobile ads performance and attention. Digital Turbine acquired AdColony, Fyber and Appreciate in 2021, recently unifying all companies under the Digital Turbine name. Together, the companies looked at how in-game mobile ads perform in terms of attention and recall, and how Digital Turbine performs in delivering attentive seconds in comparison to other platforms.

For the study, Lumen and Digital Turbine created a [mobile gaming](https://www.financedigest.com/mobile-games-developer-huuuge-says-has-24-2-million-at-svb.html "Mobile games developer Huuuge says has .2 million at SVB") test environment in the form of a Word Puzzle Game that test subjects were exposed to for five minutes. The respondents were able to scroll, click, and type when using the game.

The study was carried out in the UK with 150 respondes, all aged 18+, and while [playing the Word Puzzle Game](https://www.financedigest.com/youre-a-woman-harry-brits-back-game-of-thrones-maisie-williams-to-play-potter.html "You’re a woman, Harry! Brits back Game of Thrones’ Maisie Williams to play Potter"), ads from various brands were shown. The study was carried out on each test subject’s [mobile device](https://www.financedigest.com/emvco-streamlines-approval-process-for-mobile-payment-devices.html "EMVCo Streamlines Approval Process for Mobile Payment Devices"), allowing Lumen to track eye movement via this device’s camera. Having played the game for five minutes, respondents then answered questions on: spontaneous and prompted brand recall, awareness, message recall and consideration.

The results of the [study](https://drive.google.com/file/d/1U8dVFl1epAvLz-l03Y4yx3ByDjCP0GF9/view?usp=sharing) show the significant power of Digital Turbine’s in-app, reward-based video formats in audience attention. The ad was shown to those who requested a clue to solving the Word Puzzle game, and the research showed that 98% of gamers viewed the Digital [Turbine ad unit](https://www.financedigest.com/uks-competition-watchdog-to-examine-edf-buying-ges-nuclear-turbine-unit.html "UK’s competition watchdog to examine EDF buying GE’s nuclear turbine unit"). Once consumer attention was gained, the average watch time for an ad reached 22 seconds. This has led [Lumen to conclude that the ads would generate a global](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") total of 21,828 seconds of attention, in comparison to 17,160 seconds of the equivalent gaming norm.

In addition, the [research](https://drive.google.com/file/d/1U8dVFl1epAvLz-l03Y4yx3ByDjCP0GF9/view?usp=sharing) proved that Digital Turbine’s units, built by their DT Creative Labs team, gained more attentive seconds than all other digital advertising channels (including Instagram and YouTube), and over half of participants were able to recall the brands they saw in the ads both spontaneously and when prompted, confirming a direct link between increased attention and ad recall. Finally, 69% of participants said they would be ‘very likely’ or ‘likely’ to purchase from the brands in the future, showing that strong [engagement levels made participants more inclined to consider](https://www.financedigest.com/three-points-to-consider-when-getting-engaged.html "Three Points To Consider When Getting Engaged").

Niraly Jadeja, Senior Research Consultant at [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") Research, says: “Every day brings more evidence that attention is the metric offering brands the best chance of connecting with (and engaging) their audiences, yet this work with Digital Turbine offers some of the most compelling examples of attention’s potential. To achieve an average attention of 22 seconds is a significant breakthrough for our industry, and will help (and encourage) advertisers to reach the vast audiences that [mobile](https://www.financedigest.com/improving-customer-experience-through-broadening-your-mobile-offering.html "Improving customer experience through broadening your mobile offering") gaming has to offer.”

Michelle Randall, Digital Turbine Client Strategy Lead for [South Africa](https://www.financedigest.com/inmobi-and-coca-cola-win-mma-smarties-south-africa-award-for-beat-can-campaign.html "InMobi and Coca-Cola Win MMA SMARTIES South Africa Award for Beat Can Campaign") & UK, says: “Our platform has continuously delivered impact for brands, further emphasised by Lumen’s data in this research. While the 22 second [average attention time](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") might grab the headlines, what’s more meaningful is being able to showcase how this average attention time directly translates into the metrics that matter most when it comes to media effectiveness (uplifts in recall & consideration). With attention starting to get the attention it deserves, we strongly believe that it will drive more effective media exposures, reduce clutter, and create a more [sustainable approach to advertising](https://www.financedigest.com/miq-partners-with-seenthis-to-advance-sustainability-in-digital-advertising.html "MiQ Partners with SeenThis to Advance Sustainability in Digital Advertising"). A win-win for agencies, consumers, [media owners](https://www.financedigest.com/ladbrokes-owner-entain-buys-sports-media-business-365scores.html "Ladbrokes owner Entain buys sports media business 365scores") and, of course, brands.”

Mobile gaming has entered the [digital advertising](https://www.financedigest.com/seenthis-launches-creative-platform-to-boost-performance-and-reduce-co2-emissions-in-digital-advertising.html "SeenThis launches Creative Platform to boost performance and reduce CO2 emissions in digital advertising") mainstream when it comes to delivering attention metrics that matter for brands, advertisers and publishers engaging the global community of 3bn gamers. And now, harnessing [Digital Turbine’s technology](https://www.financedigest.com/digital-technology-and-startups-during-a-recession-how-to-stay-afloat.html "Digital Technology and Startups During a Recession — How to Stay Afloat") and ad formats, reaching this vast audience has become easier and more efficient than ever before.

The full study is viewable [**HERE**](https://drive.google.com/file/d/1U8dVFl1epAvLz-l03Y4yx3ByDjCP0GF9/view?usp=sharing).

**PR Contact:**

Julia Linehan, [The Digital Voice](https://www.thedigitalvoice.co.uk/)

Julia@thedigitalvoice.co.uk

**About Lumen**

[Lumen is the leading attention technology company in the world](https://lumen-research.com/), with large scale permanent panels in the US and the UK, and temporary panels across many other global markets. Lumen’s eye tracking technology converts the webcam on a users’ [phone or desktop computer into a high quality eye tracking camera](https://www.financedigest.com/snap-happy-79-of-brits-ditch-digital-cameras-in-favour-of-phone-photos.html "Snap Happy: 79% of Brits ditch digital cameras in favour of phone photos"), capturing not only what users could see, but also what they do in fact look at. [Lumen’s eye-tracking panels are recruited to be nationally](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") representative and fully GDPR compliant.

**About Digital Turbine**

[Digital Turbine (NASDAQ: APPS)](https://www.digitalturbine.com/) powers superior mobile consumer experiences and results for the world’s leading telcos, advertisers and publishers. Its end-to-end platform uniquely simplifies the ability to supercharge awareness, acquisition and monetization – connecting [Digital Turbine’s partners](https://www.financedigest.com/veraviews-welcomes-hoopla-digital-as-a-demand-partner.html "VeraViews Welcomes Hoopla Digital as a Demand Partner") to more consumers, in more ways, across more devices. Digital Turbine is headquartered in North America, with offices [around the world](https://www.financedigest.com/old-trafford-attracting-not-just-footballers-from-around-the-world-but-also-investors.html "Old Trafford attracting not just footballers from around the world, but also investors"). Learn more on [www.digitalturbine.com](http://www.digitalturbine.com)


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