Case Study: Lumen achieves 64x higher attention for in-view ads with Integral Ad Science

Lumen Attention with IAS Media Quality

Lumen partnered with Integral Ad Science to quantify how IAS’s viewability and time-in-view metrics relate to real human attention for a Q4 2022 EMEA advertising campaign by a footwear/sports retailer around a major sporting event. The challenge was to move beyond standard viewability to understand true eyes-on attention and which media factors (visibility, time-in-view, device, and context) drove better campaign outcomes.

Integral Ad Science combined its viewability and time-in-view data with Lumen’s eye‑tracking focus data and predictive attention model to produce impression‑level attention estimates. The joint analysis found in‑view ads delivered 64x higher attention than out‑of‑view, attention rises with longer time‑in‑view (peaking for ads >15s), contextually aligned sports URLs drove 2.5x higher attention, and mobile consistently outperformed desktop — demonstrating clear, measurable media-quality gains from IAS’s approach.

Lumen