LONDON, May 24, 2024 /PRNewswire/ -- Omnicom Media Group
(OMG) the media services division of leading global marketing
and corporate communications holding company Omnicom Group Inc
(NYSE: OMC) is expanding its market intelligence relationship with
leading attention research company Lumen to now include data
integration.
Under the terms of the agreement, attention data from the
Lumen's Attention Measurement Platform - which includes expected
average viewing time and attentive seconds per thousand impressions
- will be integrated into channel planning tools and processes
within Omni, the open operating system that supports all
Omnicom agencies. The addition of the Lumen attention benchmarks
further advances OMG's industry-leading attention-based
planning capabilities, adding additional depth and breadth of
insights to the existing attention datasets within Omni that enable
attention to be leveraged as a KPI for media decisioning and
creative optimization across OMG agencies OMD, PHD and Hearts &
Science.
Over the past eight years, OMG has partnered with Lumen and
other leading experts in attention measurement on hundreds of
studies involving over 640,000 individuals worldwide, collecting
nuanced attention benchmarks that offer invaluable insight into how
content is consumed across various devices, channels, platforms,
and formats. Activated within Omni, these datasets have enabled
more precise channel selection tailored to the attention needs of
individual campaigns.
"With the addition of the Lumen data, planning teams across OMG
will have greater visibility into the attention value that each
channel and format generates for their clients, ensuring optimal
delivery of the right level of attention based on brand, brief and
budget," says OMG EMEA CEO Dan Clays.
Adds Mike Follett, CEO of Lumen,
"The combination of Lumen's attention data with OMG's best-in-class
Omni channel planning capabilities translates to a significant leap
forward in leveraging attention to drive better outcomes for
marketers."
About Omnicom Media Group
Omnicom Media Group (OMG), the media services division of Omnicom
Group Inc. (NYSE: OMC), delivers transformational experiences for
consumers, clients, and talent. Powered by the Omni marketing
orchestration system, OMG connects best-in-class capabilities that
enable our full-service media agencies OMD, PHD and Hearts &
Science to deliver more relevant and actionable consumer
experiences; more productive and proactive client experiences; and
more collaborative and rewarding talent experiences for the more
than 24,000 people serving the world's leading brands in OMG
agencies around the globe.
About Lumen Research
Lumen is the world's leading
attention technology company, with large-scale biometric
datasets based on real-world and predictive eye-tracking technology
that helps brands and agencies plan, buy and optimise media
campaigns on the basis of human attention with creative,
programmatic, and measurement solutions. Founded in 2013, Lumen is
headquartered in London with
offices in New York and LA.
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