A London-based attention measurement company that uses eye tracking and predictive technology to show which adverts people really look at.
Lumen Research measures attention. Advertisers have long counted whether an advert was served, but Lumen asks a different question: did anybody actually look at it, and for how long? It does this with eye-tracking technology. It records where consenting volunteers look on screens, then uses that data to train models that predict how much attention different adverts and placements will get. A tag on a webpage can then measure attentiveness on a continuing basis.
A business listing quotes Lumen's stated mission as to "expand our understanding of human attention and help brands turn attention into action". A company announcement describes its aim as creating a new category of attention measurement and optimisation. This is a research-led company, so its work is built around testing and evidence, and it links attention to results such as sales so that advertisers can compare their spending. Its earlier work included weekly eye-tracking studies to find which newspaper adverts drew the most attention, and it describes its approach as attention-first advertising across online and offline settings in one dashboard.
The company is based in London. A Welcome to the Jungle profile lists its office at 22 Highbury Grove, and a company announcement is datelined London. It also has a presence in San Francisco and planned a New York team. A directory lists the team at between 21 and 100 people. Its platform is called LAMP, and it names companies such as Dentsu, Havas, Teads and Seedtag as clients or partners.
Lumen's founders are listed in a trade directory as Rob Stevens, an eye-tracking expert, and Mike Follett, an advertising strategist. Mike Follett is managing director. In late 2022 Lumen merged with Avocet, a company it had long worked with, and the merged business operates as Lumen. The pages we read do not describe workplace culture, so ask about it when you speak to the team.
The roles at a company like this are a mix of researchers, data scientists, engineers, account managers and advertising operations. Its announcement lists planned hires in account management, advertising operations, data strategy and marketing. If you are curious about psychology, data and advertising together, Lumen is a good example of where they overlap.
Website: lumen-research.com
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