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

Informazioni relative al progetto

ATOM

ID dell’accordo di sovvenzione: 684013

DOI

10.3030/684013

Progetto chiuso

Data della firma CE 8 Giugno 2015

Data di avvio 1 Luglio 2015

Data di completamento 31 Ottobre 2015

Finanziato da

• INDUSTRIAL LEADERSHIP - Leadership in enabling and industrial technologies - Information and Communication Technologies (ICT)

Costo totale

€ 71 429,00

Contributo UE

€ 50 000,00

Coordinato da

LUMEN RESEARCH LIMITED
United Kingdom

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

Periodo di rendicontazione: 2015-07-01 al 2015-10-31

Sintesi del contesto e degli obiettivi generali del progetto

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.

Lavoro eseguito dall’inizio del progetto fino alla fine del periodo coperto dalla relazione e principali risultati finora ottenuti

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.

Progressi oltre lo stato dell’arte e potenziale impatto previsto (incluso l’impatto socioeconomico e le implicazioni sociali più ampie del progetto fino ad ora)

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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