Attention-first advertising, powered by predictive eye-tracking

Traditionally ad performance has been measured in terms of viewability which, in 70% of cases, doesn’t actually equate to views. Cripps’ client Lumen has developed a data driven technology product which uses predictive eye-tracking technology to enable advertisers, publishers and brands to understand when and how customers actually see ads and to use these insights to optimise advertising campaigns.

The challenge

Lumen is a rapidly growing business which is making waves in the advertising sector. Lumen’s disruptive technology has the ability to change the way in which ad space is bought, sold and understood. Attention measurement enables advertisers and brands to understand how customers actually view ads, rather than just whether those ads are theoretically viewable. The technology also enables publishers to better understand the value attributable to their advertising space and to demonstrate performance.

Lumen has a fantastic in-house team including lawyers, technologists, strategists, sales and operations but the speed of growth and quantity of contracts means external support is needed to ensure deadlines are met and the business continues to scale and achieve its ambitious targets. Lumen was referred to Cripps by a mutual contact and we have been working together ever since.

Our approach

It has been important to us and to Lumen that we fully understand their business including how the different elements of their product works, the demands of their clients, suppliers and strategic partners, and their short-term and long-term ambitions.

To help us get properly embedded in their business, we started by reviewing a suite of example contracts provided to us by Lumen to give us a flavour of their contractual commitments. We were also given a presentation as if we were a potential new client so we could understand how the product is pitched and we were given an opportunity to meet with, and fire questions at, their in-house legal, sales and operations teams. This process was concluded over a number of weeks and helped us to gain a proper understanding of Lumen’s business, ethos, challenges and goals.

The outcome

Since we completed the onboarding process, we have been working closely with Lumen’s in-house team on a broad range of contracts with their clients, suppliers and strategic partners.

Lumen’s product allows advertisers, publishers and brands to integrate attention tags across their tech stack for predictive and programmatic media buying and enables them to access research services and tools which can be used for media planning, creative tests and reporting. This means there are a lot different elements to the product, all of which require their own contractual documentation. We have drafted template documents for Lumen to use with more routine arrangements and have prepared, reviewed, amended and negotiated contracts alongside the in-house team.

How we made a difference

We enjoy working with Lumen because it is a fantastic business which is set for significant growth over the next few years and we are excited about accompanying them on that journey. The main different which we have made to Lumen is time. By having Cripps on their team as a trusted advisor, and one which truly understands their business, we have helped them to ensure tight deadlines are met and we have enabled Lumen’s internal stakeholders to keep key projects on-track and focus on their strategic goals.

We’re also good fun to work with and if you’re going to be talking to lawyers for hours while you grapple with complex negotiations, you want to have a smile on your face while you do it.

How we can help

Contact us if you would like to understand more about how Cripps’ commercial team and help you simplify your contracting process.