CASE STUDY

Lumen x Havas Media x Brand Metrics - Attention & Memory

Attention metrics have become one of the industry's hottest topics, but most of the debate stops at performance advertising, where clicks and conversions are easy to measure. Havas Media, Lumen and Brand Metrics set out to answer a harder question: how does attention to advertising actually build a brand, influencing awareness, consideration, preference and purchase intent, not just short-term response.

Methodology 

The three partners combined Lumen's predictive eye-tracking attention model with Brand Metrics' in-the-wild brand lift data, matching attention scores to real ad exposures at an individual level, then aggregating them across every impression a person saw. The resulting dataset covers more than 9,000 campaigns, 1.8 million respondents and 5.6 million viewable impressions, one of the largest studies of its kind ever conducted. 

Datapoints & download hook

The findings show attention and brand outcomes are closely linked, with longer attention times driving meaningfully higher awareness, consideration, preference and action intent, and frequency playing a critical role in building that attention over multiple exposures rather than a single ad. Download the full report to see how aggregate attention, not single-impression attention, is the real driver of brand lift.

Footnote

This is a three-way collaboration (Lumen, Havas Media and Brand Metrics), so the contributor panel needs two external company blocks rather than the single-company layout the panel was originally designed for — worth confirming with the design company that the panel can support this. This is also the same research project behind the Adwanted Media Research Awards win (Best Custom Media Research Project, Agency, 2025) written up in the awards section — worth cross-referencing the two if useful.

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