Nexxen Partners with Lumen to Deliver Its First High Attention CTV Solution, Complementing the Launch of Nexxen’s Pre- to Post-Campaign Attention Measurement Offering

Holistic solution powered by an end-to-end technology stack and in-house dynamic creative studio offers creative and campaign insights and optimization

NEW YORK, Aug. 08, 2023 (GLOBE NEWSWIRE) -- Nexxen, a global, unified advertising technology platform with deep expertise in video and Connected TV ("CTV"), today announced a partnership with Lumen Research, a global attention technology company, to deliver Lumen’s first omnichannel Attention Measurement solution to advertisers across CTV, online video (“OLV”) and display.

The global partnership augments the launch of Nexxen’s full Attention Measurement offering, which spans the lifecycle of an advertiser’s campaign, from creative testing to media curation to real-time measurement and optimization, all through Nexxen’s end-to-end platform. By leveraging all elements of the offering, advertisers can plan against, activate on and optimize for consumer attention across screens, including CTV.

Nexxen’s holistic Attention Measurement offering encompasses three main elements: pre-campaign planning via active attention analysis and creative optimization, provided by in-house creative agency Nexxen Studio; activation via Lumen’s Attentive Private Marketplaces (“aPMPs”), delivered for the first time by Nexxen on CTV, and measurement and reporting powered by the Lumen Attention Measurement Dashboard.

“We are excited to go to market with our aPMP solution for CTV with Nexxen,” says Mike Follett, CEO, Lumen Research. “This will give advertisers an easy way to drive higher efficiency and effectiveness for CTV ads by delivering impressions across the ad-supported CTV channels and app inventory that are guaranteed to drive the most attention for their specific brand, generating higher awareness, consideration and conversion that can be measured and optimized from start to finish through our integration with Nexxen’s Attention Measurement solutions.”

Nexxen Studio's proprietary creative testing and optimization services set client creatives up for success from the onset of campaign planning. By leveraging artificial intelligence (“AI”) facial coding technology, the studio’s Active Attention measurement enables brands to identify, frame by frame, the attention-driving elements in creative assets. These insights are separated into audience subsets, including key performance indicator (“KPI”) audiences (e.g. those with high intent to purchase and assets optimized to drive engagement for key groups).