The Attention Advantage: Dailymotion × Lumen par Dailymotion Advertising - Dailymotion

Dailymotion Advertising

The Attention Advantage: Dailymotion × Lumen brings together short, expert clips from a multi‑year eye‑tracking meta‑analysis run by Dailymotion Advertising with Lumen Research across France, the UK, and Spain (2022–2024). In these snackable videos, Nikhil Jain (Dailymotion Advertising) and Mike Follett (Lumen Research) break down what truly drives video attention and brand outcomes: · Why enriched, sound‑on formats do more with less · How younger audiences process messages faster · Where premium, in‑stream environments amplify attention · Creative and storytelling as attention multipliers · Attention vs. viewability—and why it matters for planners Watch the series, then dive deeper with the full whitepaper and our blog for methodology, benchmarks, and the planner’s checklist.

Transcript

00:00This research has proved once again one of the fundamental learnings of Lumen Research

00:06which is that people are really quite good at ignoring stuff.

00:10Your ad can be on screen but that doesn't mean that it's definitely seen.

00:14There is a big difference between a view-through rate, an ad playing out on a phone

00:20and actually people watching it for the whole of that time.

00:23Once again we found that just because your ad claims to have been played out

00:29doesn't mean that information has gone in.

00:32Attention is different from viewability.

00:35Attention is more powerful at predicting outcomes than view-through rates.

Daily Clip - Viewable Isn’t Viewed: Why Attention Beats View Rates

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The Attention Advantage: Dailymotion × Lumen

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