Lumen Research

Lumen Research is an attention-measurement and ad-buying suite for advertisers who want to assess what audiences actually notice across channels. It is strongest for teams that can use eye-tracking research and attention-led media buying together; it is a less natural fit for buyers seeking a self-serve tool with published prices.

Overview

Lumen measures when consumers see advertising and for how long, then applies those signals to campaign planning and buying. Its single dashboard brings together attention measurement across online and offline environments, while its wider offering spans creative testing, reporting and pre-bid buying.

The measurement model predicts attention every 100 milliseconds of visual exposure using placement and attention data. For ad measurement, the LAMP tag is client-side JavaScript added to creative; it collects impression-level placement data and estimates attentive seconds. Lumen says the software does not collect, store or report personally identifiable information and that its collection, storage and processing are GDPR-compliant.

Key features

Measurement and media planning

The self-service planning platform provides attention metrics and custom reports for campaign planning. Measuring across online and offline environments in one dashboard is useful for advertisers working across formats, though the breadth of channels will matter most to teams coordinating campaigns across those environments.

Creative testing

Lumen Spotlight uses opt-in webcam eye tracking on laptops and mobile devices. Tests can produce heatmaps, gaze plots, view orders, audience surveys and attention reports. The range of inputs includes display, video, social, streaming, audio, TV/VOD, out-of-home, print, point-of-sale and packaging ads; multivariate experiments are supported, with advanced creative reporting.

This makes the suite relevant for teams that need more than a single creative score and want to inspect how attention moves through an execution. Webcam testing relies on opt-in panel users, so it is not a substitute for every kind of audience or campaign measurement.

Attention bidding

Lumen Attention Bidding is a pre-bidding algorithm that works with a client’s selected demand-side platform (DSP) to buy ad units predicted to receive attention. Lumen says a 2023 PwC audit found its Attention Model drove higher engagement and conversion than viewability optimization. That is a specific rationale for considering attention-led buying, but customers need to bring a DSP and should confirm that their chosen one can integrate.

Pricing

The Lumen Attention Technology Suite has custom pricing. Lumen invites prospective customers to schedule a demo or meeting, and offers email contact at [email protected]. There are no published plan tiers, seat counts, quotas or trial terms to compare, so teams should establish scope and cost directly before committing.

Platforms

Lumen supports Android, iOS, macOS, Windows, web and browser extension platforms. Its eye-tracking approach uses webcams on computers and phones, including via 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. It is a strong candidate for teams that want to combine cross-channel attention measurement, detailed creative tests and DSP-connected buying. Smaller teams or individual creators seeking transparent monthly pricing, a free entry tier or a simple creative scoring workflow may find the custom-priced suite harder to evaluate.

Pros and cons

• Pros: Measures attention across online and offline environments in one dashboard, supporting advertisers who need a view across varied media.
• Pros: Creative tests can report heatmaps, gaze plots, view orders, surveys and attention metrics across a broad range of ad formats.
• Pros: Attention Bidding connects attention predictions to media buying through a selected DSP; Lumen also describes privacy safeguards and GDPR compliance.
• Cons: Custom pricing requires a demo or meeting, making upfront budget comparison difficult.
• Cons: Attention Bidding depends on the customer’s chosen DSP, and Lumen does not name a required DSP on its media-buying page.
• Cons: Webcam eye-tracking research is opt-in, which may not suit teams looking for testing without panel participation.

Alternatives

For a broader comparison of dedicated testing products, browse Ad Creative Testing Tools.

• Kettio is a freemium option with a free plan that scores 20 ads each month and compares two ads at a time, making it a lower-commitment choice for limited-volume scoring.
• Marpipe offers free Catalog Creative and Feed Management plans, so it may suit teams focused on exploring generative designs or launching dynamic product ads.
• SaliencyLab has a free plan for 10 analyses per month, up to three a day, with one teammate seat; it is worth considering for teams needing a capped, low-cost attention diagnostic.
• AdTest.AI is a paid, free-trial option with Creator at $30 a month for 20 credits and Starter at $50 a month for 55 credits; it gives buyers a published per-month credit structure to compare.
• RealEye is a paid service with a free trial; its Basic annual plan costs $325 a month, billed as 3,900 USD annually, and includes unlimited studies with 20 own participants per month.
• Predis.ai is a paid, free-trial alternative whose Core plan is $24 a month, billed as 288 USD yearly, for 1,300 credits per month; it may suit buyers seeking a credit-based tool at a stated annual price.
• Toluna Creative Pre-Test Instant is another paid web option.
• Watchable is another paid web option.

Verdict

Choose Lumen if your advertising team needs attention measurement, rich creative testing and the option to carry attention predictions into DSP buying. Its cross-channel scope and range of reporting outputs make it more than a simple ad scorecard. Look elsewhere if published pricing, a free tier or a named DSP integration is essential before you evaluate a product.