Lumen Research

Lumen Research is an attention technology suite for advertisers who want to connect creative research with campaign planning and media buying. It is best suited to data-driven teams working across several ad formats. Its main advantage is a common attention measure across those activities; its custom pricing and demo-led sales process make it a poor fit for buyers who need a quick, self-serve purchase.

Overview

Lumen measures whether consumers see ads and how long they look at them, then uses those signals to guide advertising decisions. Its dashboard combines online and offline attention measurement, while the wider suite adds creative tests, planning reports and pre-bid buying. That breadth can help advertisers use attention data across a campaign, but will be less useful to teams looking only for a narrow creative-scoring tool.

The LAMP measurement tag is client-side JavaScript added to creative. It collects impression-level placement data and estimates attentive seconds. Lumen says its model draws on placement and attention data to predict attention every 100 milliseconds of visual exposure. The company says its ad measurement software does not collect, store or report personally identifiable information and that data collection, storage and processing comply with GDPR.

Key features

Measurement and media planning

The self-service planning platform provides attention metrics and custom reports for campaign planning. Measuring online and offline environments in one dashboard is useful for advertisers coordinating varied media, rather than teams working in a single channel. Supported contexts include social, digital, gaming, TV/VOD, out-of-home, point of sale, print and packaging.

Creative research

Lumen Spotlight runs opt-in webcam eye-tracking tests on laptops and mobile devices. Reports can include heatmaps, gaze plots, view orders, audience surveys and attention metrics. Its creative inputs cover display, video, social, streaming and audio ads, as well as TV/VOD, out-of-home, print, point-of-sale materials and packaging; multivariate experiments are supported. This range suits advertisers comparing work across formats, but the webcam-based method depends on opt-in participants and is not a substitute for every kind of audience research.

Attention-led media buying

Attention Bidding is a pre-bidding algorithm that works with the customer’s chosen DSP to buy ad units predicted to receive attention. That can connect measurement to buying decisions, but teams need a DSP they can use with the system; Lumen does not name a required platform. The media-buying page says the software runs at browser level and does not collect, store or report personally identifiable information. Lumen also says a 2023 PwC audit found its Attention Model drove higher engagement and conversion than viewability optimization.

Pricing

Lumen Attention Technology Suite has custom pricing; prospective customers are directed to arrange a demo or meeting. No seat counts, usage quotas, trial period or renewal terms are given. This sales-led approach may suit advertisers evaluating a broader technology suite, but makes cost and fit harder to judge before speaking with the company. Lumen invites questions at [email protected].

Platforms

Lumen is available on Android, iOS, macOS, Windows and web, with an extension also listed. Its eye-tracking tests use webcams on computers and phones, including through a browser extension or mobile app for opt-in panel users.

Who it's for

Lumen is aimed at data-driven advertisers seeking to reduce ad waste and improve returns, especially those that want attention measurement, creative testing and media buying in one suite. It is less compelling for small teams seeking a fixed-price tool, or for buyers who need a standalone service with a simple published plan.

Pros and cons

• Pros: Online and offline measurement in one dashboard supports campaigns spanning different environments.
• Pros: Creative testing and pre-bid buying extend attention data beyond reporting into planning and execution.
• Pros: Broad creative inputs and multivariate experiments support testing across many ad formats.
• Cons: Custom pricing and a demo-led process make budget comparison less direct.
• Cons: Attention Bidding depends on a customer-selected DSP, so it is not a complete media-buying destination on its own.
• Cons: Webcam eye-tracking requires opt-in participants, which may not suit every research need.

Alternatives

For a broader shortlist, see Ad Creative Testing Tools.

• Kettio is a lower-commitment option for scoring ads: its free plan scores 20 ads each month, allows two ads per comparison and includes four pre-built buyer personas.
• Marpipe suits teams exploring generative design and dynamic product ads; its free Catalog Creative plan includes design exploration, previews and DPA launches across platforms.
• SaliencyLab is a free alternative for focused visual attention analysis, with 10 analyses per month, a five-KPI diagnostic, a visual attention timeline and one teammate seat.
• Framework by NewForm may suit advertisers spending $50K or more monthly who want a custom scope tied to ad spend and creative volume.
• Ipsos Creative|Spark AI is another paid web option, with pricing shown from $470 per contact.
• Pencil is worth considering when the priority is creative generation; its Core plan costs $11 a month when billed annually and includes 50 generations monthly, one workspace and chat support.
• Toluna Creative Pre-Test Instant is another paid web option.
• Watchable is another paid web option.

Verdict

Choose Lumen if your advertising team wants to carry attention measurement from creative research into planning and DSP buying across multiple channels. The joined-up suite is its clearest reason to choose it. Look elsewhere if published prices, a self-serve buying path or a tool focused on one task matters more.