FEATURE8 April 2020

Seeing differently

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Lumen Research won the 2019 Research Live award for best innovation for its integration with Mirriad to combine eye-tracking with editable videos to test point-of-sale advertising. We caught up with managing director Mike Follett.

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Why should we be looking at ‘attention’ more as a metric? 

The number of ads we are subjected to may be infinite; our attention is very definitely finite. As consumers, we have only a certain amount of attention to spend on ads. More ads will not mean more attention; rather, being shown more ads in total probably means more ads being entirely avoided and ignored. Just because you can see something doesn’t mean that you will see something. People see what they want to see – and they very rarely want to see advertising. That’s why it is so important to develop creative work that is interesting, funny or beautiful to ‘earn’ people’s attention. 

What is the background to the Mirriad integration? 

Mirriad is a fascinating British success story. It started life as a special-effects company, and won an Oscar for its work on Black Swan, but it then chose to apply its technology to brand insertions in films ...