Ebiquity, the world leader in media investment analysis, has released new research showing a "near-perfect correlation" between the amount of attention consumers pay to a particular media channel and the incremental profit delivered to advertisers by that channel.
The report, which includes eye-tracking data from Lumen Research, showed a clear correlation between attention in media channels such as cinema, TV, or digital and the ROI profit those channels deliver to brand advertisers.
Ryan Rooney, client & proposition director, at Ebiquity said “Intuitively we have always thought that attention would be a strong predictor of ROI, but having the sets of data come together to prove this is a great step forward. We're excited about collaborating with Lumen to do a lot more of this analysis with our respective clients.”
At Lumen Research, we have a predictive attention algorithm, trained on over 5 billion real-world eye movements from over 700,000 people. Our data is used by marketers from top brands and media agencies to plan, buy, measure, and optimise media investments towards more effective media.
A growing body of evidence
This research follows a study published by Havas Media Network, partnering with Lumen Research and Brand Metrics, earlier this year, which was the largest-ever study into the link between consumer attention to advertising and memory-based brand metrics, such as brand awareness, brand consideration, brand preference, and purchase intent.
Further reading
You can download the Ebiquity report from their website here
You can download the Havas whitepaper here:
Feel free to email hello@lumen-research.com if you would like any further information.