Omnicom Media Group (OMG), a division of Omnicom Group Inc. (NYSE: OMC), has deepened its collaboration with attention research leader Lumen by integrating Lumen’s Attention Measurement Platform data into Omni, OMG’s open operating system. This integration includes key attention metrics such as average viewing time and attentive seconds per thousand impressions, enhancing OMG’s channel planning tools.
Over the past eight years, OMG and Lumen have conducted extensive research involving over 640,000 individuals globally. These insights will now be used to optimize media decisioning and creative strategies across OMG agencies like OMD, PHD, and Hearts & Science.
“With Lumen data, OMG planning teams will gain better insights into attention value across channels and formats, ensuring optimal delivery tailored to brand needs,” says OMG EMEA CEO Dan Clays. Lumen CEO Mike Follett adds, “Combining Lumen’s data with OMG’s Omni capabilities marks a significant advance in leveraging attention for better marketing outcomes.”
This partnership signifies a major step in refining attention-based planning, providing OMG clients with superior strategies to maximise audience engagement and campaign effectiveness.
