PAYING FOR ATTENTION LUMEN POWERED BY NECTAR 18

PAYING (FOR) ATTENTION LUMEN, POWERED BY NECTAR 18 TH JULY 2017

AIMIA: LUMEN – ‘ATTENTION TECHNOLOGY’ What is it? World’s first eye tracking panel Optimising media Understanding the reality of attention Optimising creative Actionable insights, benchmarked to reality 32% 0. 6 sec 11% 0. 1 sec 19% 0. 2 sec % viewed by format DMPU 44% Billboard 39% MPU 29% Leaderboard 24% All ads Infrared eye tracking camera on laptop Heatmap of a test page 35% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Benchmarks for sites and formats A/B testing results Tracking live sites rather than static mock ups Norms for demographic groups Feature analysis of specific visual elements Nationally representative sample of Nectar card holders Reporting tools and integration into DSPs Normative comparison vs 50, 000 ads served Continuous data collection of 500 HH since Jan 2016 Source: Lumen Research

JUST BECAUSE AN AD CAN BE SEEN… Source: Lumen Research

… DOES NOT MEAN THAT IT ALWAYS WILL BE SEEN 78% viewed av. 1. 7 sec 81% viewed av. 2. 1 sec Source: Lumen Research n=83

THE BAD NEWS: EVEN ‘VIEWABLE’ DIGITAL ADS DON’T ALWAYS GET VIEWED Only 20% of viewable ads actually get viewed 18% viewed 25% 12% viewed av. 0. 4 sec % viewable impressions seen for at least av. 0. 9 sec 20% 15% 10% 5% 0% 0 0. 5 1 1. 5 2 2. 5 3 Dwell time (s) Source: Lumen Research Based digital 77, 343 viewable impressions Viewable = 50% of pixels for 1+ sec

BUT BRANDS CAN OUTPERFORM THE MARKET IF THEY INVEST IN QUALITY INVENTORY – E. G. , NEWSBRAND SITES Great variety in advertising attention performance of UK websites 60% % viewable impressions seen 50% 40% 30% Newsbrand A 25% Non-newsbrand B 4% 20% 10% 0% 1 3 5 7 911131517192123252729313335373941434547495153555759616365676971737577 Ranked domains Source: Lumen Research Based digital 77, 343 viewable impressions Viewable = 50% of pixels for 1+ sec

ADS ON NEWSBRANDS GET NOTICED SOONER, AND GET LOOKED AT FOR LONGER Dwell time with ads on newsbrands is significantly longer than for other sites 45% 2 40% 1. 8 35% 1. 6 30% 1. 4 Dwell time (s) % Seen Ads on newsbrand websites get noticed in roughly half the time required by other sites 25% 20% 15% 1. 2 1 0. 8 0. 6 10% 0. 4 5% 0. 2 0% 0 10 20 30 40 Viewable time (s) Newsbrands Other sites 50 60 0 0 10 20 30 40 Viewable time (s) Newsbrands 50 60 Other sites Source: Lumen Research Based digital 77, 343 viewable impressions Viewable = 50% of pixels for 1+ sec

FEWER, BETTER ADS • Newsbrands tend to adopt a ‘fewer, better ads’ approach which concentrates attention on advertising 4 3 • Newsbrands also tend to have more central and ‘in feed’ ad units that fit into readers’ natural gaze plots, rather than ads to the side of content - which can be subject to ‘banner blindness’ 5 1 2 Source: Lumen Research

SIZE - AND MOVEMENT - MATTERS • • Billboard formats can achieve double the stand out and dwell time of smaller formats, given the same amount of viewable time Simple video formats can be especially effective at capturing and holding attention 70% 60% % Viewed Newsbrands support larger and richer formats, which results in increased attention 50% 40% 30% 20% 10% 0% 0 10 20 30 40 50 60 Viewable time (s) 2. 5 Av dwell time (s) • 2. 0 1. 5 1. 0 0. 5 0. 0 0 10 20 30 40 Viewable time (s) 160 x 600 300 x 250 728 x 90 970 x 250 300 x 600 Source: Lumen Research

RELEVANCE OF CONTENT AND CONTEXT • Newsbrands provide the opportunity for contextually relevant advertising • Context can dramatically increase the attention given to accompanying advertising • In this test Eurotunnel advertising was served next to standard news content and specially commissioned branded content. Giffgaff advertising was used as a control Eurotunnel not in context 63 Eurotunnel in context Giffgaff on sponsored article 436 100 209 • 215 The dwell time with the ads next to the relevant content was significantly higher than norm, and vs the control groups Engagement with Giffgaff ads has been re-based to 100

RELEVANCE OF CONTENT AND CONTEXT • We served Beats and Samsung ads next to the same content on Culture and Technology pages of a major newsbrand • Beats ads got far more aggregate attention on the Culture page – and Samsung more aggregate attention on the Technology page Beats Samsung Culture 5. 6” 2. 1” Technology 2. 4” 4. 7” Source: Lumen Research Based on 312 views of billboard + 2 MPUs on identical pages

WHAT SHOULD BRANDS DO NEXT? Optimise creative design Optimise media buying A/B testing of creative to maximise stand out, dwell time, recall and ROI via webcam eye tracking Integrating Lumen’s predictive models of attention into Avocet’s buying platform 20% stand out 0. 3” dwell time 36% stand out 0. 7” dwell time Source: Lumen Research

Screenworks 320 22, Highbury Grove London THANKS! N 5 2 EF Mike Follett Mike. Follett@Lumen-Research. com +44 20 3735 5199 +44 7920 197 252 www. lumen-research. com #Lumen. Research