1、Attention marksthe shift frommere exposure togenuine human focus on the screenThe degree to which those exposed tothe advertising are focused on it-ranging from a very brief exposure(or“scan”)that is likely to leave very little memory trace,to intense focus with cognitive and emotional engagement th

2、at can lead to enduring recall and impact attitudes and behavior-both positively and negatively.The Advertising Research FoundationATTENTION IS NOT EXPOSUREThere are 3 types3 types of metrics commonly used for attention Proxiessuch as data signals(scroll speed,viewability,clicks)and surveysBiometric

3、ally informed proxies that take proxy data and combine with one or more forms of biometrics Biometricssuch as eye tracking from,facial coding,or measuring brain waves.42.1 seconds0.3s0.8s proprietary proprietary attention technologyattention technologymeasures the attention of real humans and links

4、it to outcomes.2025 Lumen-India Attention Research Study Commissioned by Snap Inc and WPP MediaThe ResearchThe ResearchIn A NutshellIn A NutshellFrom recruitment and data collection,to insights3,200 people took part in the researchAll respondents were 16 to 35 years old,living in India,and regular s

5、ocial media users.Sampling quotas were applied to ensure an even number of respondents fell into gender,age,and city tier groupings.Advertising serve on mobile platformsLUMEN created sandbox for Snapchat as well as for three other leading platforms:a social media platform,a short-form content platfo

6、rm,and video-sharing platform.The research involved serving ads from seven different brands across all platforms.Each brand provided creative assets tailored to the relevant ad formats,all drawn from a single campaign.Attention,device,and survey dataWhen respondents were exposed to the platforms LUM