FRAMEN, a global digital out-of-home (DOOH) advertising platform, has introduced The Attention Pulse, a long-term research initiative developed in collaboration with attention measurement firm Lumen Research. The program aims to quantify how indoor environments influence consumer attention and drive measurable business outcomes for brands, positioning indoor DOOH as a strategic complement to traditional video advertising strategies.
Program Objectives and Methodology
The research will analyze factors such as screen placement, contextual relevance, and creative content to determine their impact on audience engagement and sales lift. By integrating Lumen’s eye-tracking technology and attention data, FRAMEN seeks to provide advertisers with actionable insights to optimize campaign targeting and reduce media waste. Initial findings from live campaigns in Italy and Germany, run in partnership with an unnamed technology brand, will be released in the coming weeks.
Antonella La Carpia, Country Lead of FRAMEN Italy, emphasized the need for a data-driven approach: “DOOH represents the most qualitative alternative to strategies based solely on massive impression volumes, often without tangible results. With The Attention Pulse, we want to demonstrate the unique value that our indoor contexts bring to campaigns and provide specific metrics to guide planning. It’s not just about choosing a screen—it’s about choosing it with a clear strategic perspective.”
The initiative underscores the growing industry focus on attention quality over sheer exposure. Research by firms such as Aryel has shown that prolonged engagement in relevant contexts significantly boosts campaign effectiveness. FRAMEN’s program will test how tailored indoor environments—such as gyms, retail spaces, and hotels—can enhance lower-funnel outcomes like brand recall and conversions.
Michael Tighe, Associate Director at Lumen Research, noted: “Our collaboration with FRAMEN confirms that their strategic indoor placements outperform industry benchmarks in attention and recall. This research will further explore how to translate attention into measurable business results, offering advertisers a clearer path to ROI.”
About Lumen Research
Lumen Research specializes in eye-tracking technology and attention analytics, having measured over 700,000 individuals since 2013. The firm helps brands optimize media investments by aligning ad placements with attention-driven outcomes.
