# NEW OZONE STUDY DEMONSTRATES CLEAR LINK BETWEEN QUALITY OF ATTENTION TO CONTENT AND QUALITY OF ATTENTION TO ACCOMPANYING ADS Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2021-11-03 Category: BUSINESS Category URL: https://financedigest.com/category/business Meta Title: New Study Reveals Impact of Premium Publisher Websites on Meta Description: Discover the latest analysis by Lumen Research highlighting the significant advantage of ads on Ozone Project over other websites. Get the attention your ads URL: https://financedigest.com/new-ozone-study-demonstrates-clear-link-between-quality-of-attention-to-content-and-quality-of-attention-to-accompanying-adshtml ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/image-ozone-lumen-video-attention-1736837481998-compressed.jpg) _Latest analysis by_ [_Lumen Research_](https://lumen-research.com/) _highlights significantly more attention to ads on premium publisher websites_ **3rd November 2021:** [The Ozone Project](https://www.ozoneproject.com/), the UK’s leading high attention digital advertising platform, has released the new findings of a study by attention technology company Lumen Research, that quantifies the impact of quality publisher content on display and video advertising running on Ozone websites. Overall, the study highlighted that, on average, display advertising across the Ozone portfolio receives +51% more attention than display advertising on other sites across the web. The impact on video advertising was even more significant, with video ads across [Ozone](https://www.ozoneproject.com/)’s publishers attracting +111% more attention than equivalent formats on other websites, and even +140% more attention than video ads on social channels. A core part of the analysis was to identify the key drivers of this heightened attention for digital advertising on Ozone sites, with the three most significant being highlighted as: ![](https://www.globalbankingandfinance.com/wp-content/uploads/2021/11/Image-2-Ozone-Lumen-key-drivers.jpg) - **Rich content with slower scroll speeds drives advertising attention:** on average the scroll speed was 55 pixels per second for Ozone sites versus 63 for other sites, and 79 for social feeds - **Larger ads tend to get more attention than smaller ads:** Ozone delivers larger ads on desktop that receive more attention, while on mobile [social platforms](https://www.financedigest.com/twitter-social-platforms-could-see-spike-in-election-misinformation.html "Twitter, social platforms could see spike in election misinformation") tend to have larger formats but Ozone is way more efficient at converting ad space into attention - **Fewer, better ads receive more attention:** the best results are obtained when only one ad is on the screen at a time – on mobile, this happens 90% of the time for Ozone domains versus 76% of the time on other websites. Lumen’s award-winning dataset is derived from a fully consented eye tracking panel across both desktop and mobile. The consistent measurement applied [across all analysis is the ‘attentive seconds per thousand impressions’ score – a measure that combines impressions that reach](https://www.financedigest.com/adnami-signs-agreements-with-schibsted-and-amedia-to-deliver-high-impact-ads-with-unparalleled-reach-across-the-nordics.html "Adnami signs agreements with Schibsted and Amedia to deliver high impact ads with unparalleled reach across the Nordics") the screen with those that are technically viewable, those that were actually viewed, and how long those were actually viewed for. Craig Tuck, [Chief Revenue Officer](https://www.financedigest.com/iris-software-group-names-matt-tuson-as-chief-revenue-officer.html "IRIS Software Group names Matt Tuson as Chief Revenue Officer") of The Ozone Project said, “Since Ozone’s launch we’ve been incredibly confident of the ability of premium publisher websites to deliver better results for our clients’ advertising. While we’ve seen clear evidence of this in the campaigns that we have run to date, Lumen’s analysis takes this a step further and highlights what we’ve intuitively believed for years – that great quality content engages the reader more, which ultimately means more [attention for clients’ advertising](https://www.financedigest.com/playground-xyz-shines-a-light-on-the-nuanced-interplay-between-context-creativity-and-attention-for-advertisers-in-new-study.html "Playground xyz shines a light on the nuanced interplay between context, creativity and attention for advertisers in new study"). In addition, given our focus on our Premium Only Video solutions over the past year, it’s great to see this [study highlight Ozone’s video ads receiving more than twice the attention](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") of equivalent formats on other websites or social channels – that certainly got my attention.” Mike Follett, [Managing Director](https://www.financedigest.com/anya-libova-joins-apester-as-uk-managing-director.html "Anya Libova joins Apester as UK Managing Director") of Lumen said, “High quality journalism drives deep engagement with the content, which in turn drives high levels of attention to the accompanying ads. Advertisers often [say that they are in the business](https://www.financedigest.com/local-government-business-support-getting-worse-report-shows-as-70-of-uk-firms-say-its-not-good-enough.html "Local government business support getting worse, report shows, as 70% of UK firms say it’s not good enough") of ‘buying eyeballs’. In that case, they should look at the quality of those ‘eyeballs’ as well as the quantity.” **_About The Ozone Project_** ![](https://www.globalbankingandfinance.com/wp-content/uploads/2021/11/Picture3.jpg) THE OZONE PROJECT is the leading premium [digital advertising platform](https://www.financedigest.com/de-surinaamsche-bank-expands-relationship-with-fiserv-to-upgrade-core-banking-platform-and-add-new-digital-banking-capabilities.html "De Surinaamsche Bank Expands Relationship with Fiserv to Upgrade Core Banking Platform and Add New Digital Banking Capabilities"), providing advertisers with access to highly attentive, broadcast-scale audiences across the UK. Ozone’s monthly audience of over 45.3m engaged readers – over 99% of the UK’s online population – can be found in a context that they trust, through an ecosystem that is transparent and easy to access. Formed by Guardian News & Media, News UK, The Telegraph and Reach PLC, The Ozone Project is [bringing advertisers and publishers closer together](https://www.financedigest.com/how-to-bring-business-and-charities-together-through-events.html "How To Bring Business And Charities Together Through Events") to deliver better outcomes for all. **_About_** [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") ![](https://www.globalbankingandfinance.com/wp-content/uploads/2021/11/Lumen_Logo-590x105.png) Lumen is the leading attention [technology company in the world](https://www.financedigest.com/shakedown-on-horizon-for-financial-technology-world.html "Shakedown on horizon for financial technology world"), with large scale permanent panels in the US and the UK, and temporary panels across many other global markets. [Lumen’s 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") converts the webcam on a users’ phone or desktop computer into a high quality eye tracking camera, 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 representative and fully [GDPR compliant](https://www.financedigest.com/solgari-releases-gdpr-mifid-ii-compliant-sms-service-as-part-of-integrated-omni-channel-cloud-communications-platform.html "Solgari releases GDPR & MiFID II Compliant SMS service as part of Integrated Omni-Channel Cloud Communications platform"). The dataset used in the Ozone analysis looked at the attention to 980,000 ad impressions in the UK, May-October 2021. **This is a Sponsored Feature** --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---