• by Joe Mandese  @mp_joemandese, June 1, 2022

Havas Media Group this morning announced a deal with “attention measurement” researcher Lumen Research to develop “bespoke” media planning, buying, optimization, as well as pre- and post-buy measurement tools for the agency and its clients.

HMG described the effort as a “first of its kind” relationship and said the new tools would be integrated into its “Media Experience” (Mx) operating system, incorporating “proprietary attention data” developed by Lumen.

Lumen utilizes a variety of biometric technologies to measure consumer attention to advertising and media exposure, including one of the world’s largest and longest running continuous eye-tracking panels, which it claims can estimate the attention generated by individual media impressions.

HMG also disclosed that its Mx operating system currently is rolling out across 150 markets worldwide, and Lumen’s attention data will be available to the agency’s client teams effective this month.

“In a landscape where consumers are inundated with countless media experiences every day, traditional metrics such as impressions and viewability only tell part of the story,” HMG Global Head of Activation Jon Waite said in a statement announcing the deal. “Measuring and optimizing attention is an integral component of cutting through the noise and ensuring brands are effectively delivering meaningful media experiences that resonate with consumers. Havas Media Group’s partnership with Lumen Research allows us to assess attention more accurately than ever before with the combined power of real human observations alongside device data and machine learning.”