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Attention to Marketing (ATOM): Application of eye-tracking to the online market for advertising

Periodic Reporting for period 1 - ATOM (Attention to Marketing (ATOM): Application of eye-tracking to the online market for advertising)

Reporting period: 2015-07-01 to 2015-10-31

Lumen Research is a European SME based in London, specialising in the application of eye tracking technologies to the measurement and valuation of visual attention to digital media. We have developed a software and analytics solution that allows for the remote collection and analysis of eye tracking data from an in-home panel of respondents.

The key objectives of this action were
- to understand the nature of the programmatic market in digital advertising and the opportunity for eye tracking to improve and disrupt the functioning of that market;
- to assess the size, composition and technical challenges of running a large-scale digital panel in order to obtain data of sufficient depth and reach to develop alternative approaches to programmatic ad buying.
Lumen undertook two key workstrands during the reporting period:
- Workstrand 1: Business model development
- Workstrand 2: Technical specification of large scale panel and data collection

As a result of the research funded by the SMI Instrument Phase 1 grant, the Lumen management team have decided to progress the ATOM project further . However, as a result of the research undertaken for this project, the Lumen management team have refined the company’s business plan, making important refinements to the go-to-market strategy that will help promote Lumen’s next stage of development.
The value of eye tracking to answer important questions in the market was confirmed by the research undertaken in this project. The technology has the potential to significantly improve the efficiency of the market for 'digital display' advertising. In the UK alone, digital ad spend in 2014 was £7.2bn , of which £2.27bn was spent on ‘digital display’ advertising, such as banners, rich media and video advertising that appears alongside editorial content.
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