Attention-first Advertising Powered By Predictive Eye-Tracking

Lumen specialises in measuring and predicting visual advertising engagement by using eye-tracking technology. Lumen’s methodology powers Bidstack’s advertisers with attention and brand outcomes measurement across immersive environments.

Looking ahead, Bidstack intends to continue working closely with Lumen to pioneer and validate measurement in gaming. The combination of multiple formats should yield compelling results which will accelerate the growth of the market and spend from advertisers.

Throughout 2022, Bidstack has deepened the relationship with Lumen Research, running 21 studies across a wide range of brand categories, game genres, and countries which reflects the growing reach and scope of intrinsic in-game advertising.

% Viewed

% Still Viewing At 2 Seconds

An Environment Built To Hold Attention

On average Bidstack ads were seen by 88% of study participants, greatly outperforming Lumen’s display norm of 52%. The ad boards were engaging and managed to consistently keep hold of respondents’ attention for longer, this level of engagement is significantly higher than Lumen’s display norm.

Average Dwell Time (seconds)

Attention Per 1000 Impressions (seconds)

Significant Uplifts in Brand Recall and Purchase Intent

Bidstack’s average viewed time of 5.6 seconds also significantly outperforms the display norm. This leads Lumen to predict Bidstack ads to generate an average of 5,336 seconds of attention per 1,000 impressions delivered, this being 7.4 times greater than the display norm.

Lumen highlights 2 seconds as a key attention threshold for greater brand recall. Bidstack’s ads greatly exceeded this and subsequently, saw over 30% recalling the brand spontaneously and nearly half recalling once prompted, fuelling sales impact.

Of those exposed to the advertising 75% then indicated that they had a positive opinion towards the brand and over half said they thought it was better than its competition. Nearly 70% of respondents attributed the ad to a trustworthy company and over 60% found the ad to be suitable for the game’s environment. The majority agreement with the ad and brand perception statements further proves that in-game ad formats are aligned to positive user experiences that Bidstack offers, resulting in positive brand outcomes.

Not only does Bidstack’s campaigns outperform display norms, but we also witnessed improvements from our performance in 2021.

Through conducting studies with Lumen, a trusted third party partner, Bidstack is able to better inform future campaigns and guide advertisers through the process, as well as improve ad placement suggestions for incoming publishing partners to ensure all parties get the most out of our partnership.