SeenThis Launches SeenThis Attention for Video Advertising
This new offering enables agencies to buy media against independently verified attention outcomes, not just impressions or viewability
STOCKHOLM, Sweden – Tuesday June 30 - SeenThis today announced the launch of SeenThis Attention, a new guaranteed attention offering that enables agencies and advertisers to buy against verified attentive outcomes rather than traditional delivery metrics.
Independently measured by Lumen Research, SeenThis Attention is a video advertising product that enables agencies and advertisers to buy and guarantee independently verified attention. Available through attentive CPM (aCPM) and Cost Per Attentive Second (CPAS) buying models, the offering allows advertisers to plan and buy campaigns against an agreed level of attention, with performance independently verified and guaranteed.
The launch comes as advertisers face increasing pressure to demonstrate media effectiveness beyond traditional delivery metrics. While consumers spend 61% of their time on the open internet (GlobalWebIndex), up to 80% of digital advertising budgets continue to flow to walled gardens (Redseer), creating growing scrutiny around where attention is earned and how it is measured.
At the same time, metrics such as impressions, viewability and video completion rates only indicate whether an ad had the opportunity to be seen. They do not confirm whether anyone actually paid attention.
SeenThis Attention aims to change that by enabling agencies and advertisers to buy media against verified attention outcomes rather than delivery metrics alone
“The industry has spent years measuring attention, but measurement alone doesn’t create accountability,” said Tom Kerr, VP EMEA + Global Agencies at SeenThis.
“Advertisers have continued buying media based on delivery metrics that don’t necessarily reflect human engagement. With SeenThis Attention, agencies can buy against a guaranteed attentive outcome, independently verified by Lumen. That’s a significant step forward for outcome-based media buying.”
SeenThis Attention is designed to maximise attentive viewing and deliver stronger attention outcomes for advertisers, helping campaigns generate meaningful engagement rather than simply achieving delivery metrics. An attentive outcome threshold is agreed before launch and guaranteed throughout delivery, creating greater transparency and accountability for advertisers.
Independent benchmark analysis from Lumen Research found that SeenThis video generated stronger attention outcomes than standard outstream video. The analysis showed that SeenThis generated, on average, 33% more attention than standard outstream video. Compared with Lumen's global social benchmark, SeenThis also delivered 130% higher attention.
“No one advertises to get attention. They advertise to get results. But we’ve proven time and again that attention is one of the most reliable indicators of business success. By guaranteeing attention, advertisers can have greater confidence that their media investment is delivering the outcomes that matter. We’re pleased to support this initiative with independent attention measurement.” says Mike Follett, CEO, Lumen Research
SeenThis Attention is available globally. Contact SeenThis or visit SeenThis Attention to find out more.
About SeenThis
The open web holds massive untapped advertising potential. While brands chase reach on major platforms, audiences spend significant time across premium publishers and diverse content, yet video advertising has historically underperformed here. SeenThis is changing that. As a video advertising partner, SeenThis proves the open web delivers, capturing more attention and exceptional results with cost effective video that keeps publishers profitable and the internet independent. Since 2017, SeenThis has served billions of video streams for 5,000+ brands across 50+ countries.
About Lumen Research
Founded in 2013, Lumen Research helps media buyers minimise ad waste and maximise return. Lumen’s attention technology is powered by proprietary eye-tracking data from 50+ countries, delivering actionable attention predictions and custom attention models that help advertisers invest in working media and drive real outcomes.
For more information, visit www.lumen-research.com.
