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Planning for attention: how to increase the effectiveness of your ad spend

26-Sep-2018
Innovations Theatre
Visual attention has become a hot topic among advertising researchers in recent years, however its practical application beyond creative optimisation has remained largely unexplored.

Inskin and Lumen set out to investigate attention from a planning perspective:
• Can certain types of creatives “amplify” standard display ads by increasing their likelihood to be looked at, thus increasing their impact? 
• If such effects exist, how quickly do they decay?
• And how can the learnings be integrated into the media planning process in order to drive buying efficiencies?
In this session, Lumen’s MD Mike Follett and Inskin’s Global Insight Lead Sebastian Schindler will introduce the concept of visual attention, its measurement and proven link with business KPIs before presenting the results of their thought leadership study. 
Speakers
Mike Follett, Managing Director - Lumen
Sebastian Schindler, Global Insight Lead - Inskin Media

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