Lumen Research Ltd’s Post

Are you struggling to keep up with the evolving landscape of consumer insights? With regulation shifts and advancing consumer habits, reaching your target audience is more demanding than ever before. In Part 1 of this two part series, we dissect three major challenges that advertisers face today.👇 https://hubs.li/Q02l15FP0 #advertising #advertisingtechnology

New from Digiday, our Executive Director of Audience Strategy & Insights, Gabriel Dorosz, explains how we’re combining our proprietary attention metric developed at The Times with our new adoption of Adelaide for Publishers to scale our attention offering for advertisers. “We’re giving advertisers a way to look at what is the quantity and quality of attention that audiences bring to The Times environment when they’re served ads,” said Dorosz. Read more about our plans for attention and how we’ll be correlating it to our other measurement metrics, here: https://bit.ly/4dTy0Iw

 🚀 Exploring the nuances of Retail Media Networks (RMNs)!  Ever wondered how those online ads impact your 🛍 shopping experience? Let's break it down. In the live shopping environment, it's all about the here and now. Think app or website, and the focus is on keywords. What you see is tailored to your current shopping journey - super keyword-centric. But wait, there's more!   Now, in the offline realm, it's a different ball game. Here, it's about building audiences, and it's audience-based advertising. Take Amazon, for example. If you've interacted or made a purchase in the past year, they can build an audience from that data. And then, bingo! Ads are strategically unleashed on that audience over the next few weeks. It's like setting the stage for a longer-term engagement rather than a real-time purchase. So, whether it's the swift impact of a live keyword-focused campaign or the strategic play of audience-based ads in the offline space, Retail Media Networks are orchestrating a retail symphony. Exciting stuff, right? Ready to dive deeper into the retail ad world? 💬 Let's chat!   #Retailmedianetworks #Retailmarketing #DigitalMarketingInsights

We are now half way into our February cohort. Had a great class on Friday where we walked through how to prepare datasets for various advanced attribution needs, typical measurement infrastructure in data-forward brands, marketing accounting, data governance and buy-vs-build decisions. Also we covered how we bring everything together into a reporting deck, the role of last touch attribution, multi-touch attribution, incrementality and LTV metrics including how to set the expectations for exec team and board. Madan led the sessions and was joined by two media buying experts: ►Allison (Mottola) Lichtenberg | Programmatic media expert | Measured, Collective, Hearst, Accordant Media, Nickelodeon ► Jake Mehani | Paid Social marketer, Agency Media Buyer| Power Digital, Social Method, Lacoste, Kaufmann Mercantile Allie taught the cohort on "Campaign Optimization using Advanced Attribution", articulating a step-by-step process for Facebook, Google Search and OTT campaigns. Jake led the discussion on "How to traffick your Facebook campaign for incrementality" Watch this space for daily bytes of attribution learning from class. #advancedattribution #marketingmixmodeling #incrementality #marketingattribution #triangulation

In the chaos of the digital advertising space, what really matters is the outcome of the campaign. Data makes those outcomes trackable! Aggregated multiscreen attribution unlocks a complete view, revealing how consumers interact across devices and screens, discover untapped conversion opportunities & optimizes creatives for maximum efficiencies in your media. https://lnkd.in/gDH568bz #marketingattribution #multiscreenmarketing #datadrivenmarketing #omnichannelmarketing #spectrumreach

🛒 Decoding Retail Media Networks (RMNs)! In live shopping (app/web), it's keywords for instant impact. Offline, it's audience-based. Amazon, for instance, crafts audiences from past interactions, running targeted ads over weeks. Swift live campaigns or strategic offline plays - RMNs orchestrate retail advertising.  #retailmedianetworks #retailmarketing https://lnkd.in/ge-rZTWg

Today, Snap Inc. and Lumen are unveiling a global attention measurement solution that can allows advertisers to measure attention metrics across all of Snapchat’s advertising formats. Over the past few years, Lumen and Snapchat partnered on 700+ eye-tracking studies and, now, we have developed a highly accurate rich media model of attention that allows every advertiser to tap into attention metrics based on human-first attention data. Attention makes a difference: by conducting brand lift studies across 285 different sessions, Lumen and Snapchat proved that 1 second of visual attention per impression is correlated to a 20X increase in ad recall, a 3x higher chance to drive outcomes, and we found that Snapchat augmented reality lens and commercial ad formats have a 40% lower cost of attention compared to other formats. Read the full press release here: https://lnkd.in/ept5ysBe

Our latest integration with Meta is revolutionizing media measurement in a cookieless world, enabling us to retrieve Facebook and Instagram ad exposure information to evaluate effectiveness with precision. Learn more about how we're ushering in a new era of measurement fueled by zero-party data: https://loom.ly/kB0afFQ

📢 Our team is back from an exciting and eventful Advertising Week 2023 in NY! Here are our top takeaways from the week: 1️⃣ Retail media is the future of digital marketing. 2️⃣ Advertisers seek stronger relationships with publishers. 3️⃣ Attention is key! 4️⃣ Convergence is the way forward.. 5️⃣ Take smart risks with AI. 6️⃣ Diversity and inclusion are imperative. Read the full recap here ➡️ https://hubs.ly/Q026Cmhz0 Want to dive deeper into these takeaways or have questions? Get in touch with us! 💡📈 #AdvertisingWeek2023 #DigitalMarketing #InclusiveAdvertising

How can brands effectively navigate the challenges of the post-cookie landscape? Seedtag Co-CEO and Founder Jorge Poyatos was recently interviewed at our European HQ by Muriel Schtickzelle, Partner at Oliver Wyman, to share his vision of the adtech industry's transformation, explore emerging trends and how privacy-first targeting will be essential for navigating the soon-to-be cookieless era. Watch the full interview: https://lnkd.in/eTuPh4ak #OliverWyman #Seedtag #DigitalAdvertising #AdTech #ContextualAdvertising #PrivacyFirst