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.
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