SEENTHIS, LUMEN LAUNCH REAL-TIME ATTENTION MEASUREMENT MODEL FOR VIDEO ADS

KUALA LUMPUR, Feb 4 (Bernama) -- SeenThis, the video advertising partner transforming how brands distribute video across the open web, has announced the next phase of its partnership with Lumen Research, the leading attention measurement company.

The collaboration introduces a proprietary SeenThis attention model, supported by a custom Lumen attention measurement tag, delivering independently verified, real-time attention insights for agencies and brands.

SeenThis Chief Executive Officer (CEO), Jesper Benon in a statement said the partnership gives advertisers independently verified insight into how attention is earned on the open web and the confidence to invest where performance is proven, not assumed.

Meanwhile, Lumen CEO, Mike Follett said the collaboration brings a new perspective on the drivers of attention by measuring the technology used to deliver video advertising.

“The impact of video load times on visual attention has never been measured before, even though we have all experienced the dreaded empty grey box. It is intuitive – but exciting – to see the positive impact faster load times have on advertising attention,” added Follett.

Through extensive in-market testing, SeenThis’ adaptive streaming technology was shown to outperform legacy out-stream video across key attention metrics, confirming that the speed at which video advertising is delivered is a core driver of attention and that SeenThis’ adaptive streaming delivers video faster and more efficiently.

Initial testing shows that campaigns powered by SeenThis’ adaptive streaming delivered a 1,859 APM score (attention per 1,000 impressions), exceeding Lumen’s benchmarks across all attention metrics, including APM, viewability and in-view time.

Integrated with Lumen’s attention measurement tag, the new SeenThis attention model enables brands and agencies to measure and optimise attention using independently verified data within existing programmatic workflows.

-- BERNAMA

EF OPENS TITLE PARTNERSHIP OPPORTUNITY FOR PRO CYCLING TEAM

KUALA LUMPUR, Feb 3 (Bernama) -- Education First (EF) has opened a unique opportunity for a new title partner to join EF Pro Cycling while remaining the team’s long-term owner and anchor investor.

According to a statement, the move aims to strengthen the team’s resources and help it compete with the largest budgets in professional cycling.

The team’s goals include winning the Tour de France Femmes within three years, building a leading development pathway in professional cycling, and securing both men’s and women’s Tours de France within the next decade using riders developed through the EF Pro Cycling system.

“This is a unique opportunity for an organisation to partner with a global team and organisation such as EF. Together, we can build a team that extends far beyond traditional sponsorship, creating lasting value and impact for years to come,” said EF Education First Global Chief of Staff and EF Pro Cycling President, Maria Norrman.

The team will continue building around key riders such as Ben Healy, Magdeleine Vallieres, Kristen Faulkner, Richard Carapaz, and Neilson Powless, who have all signed long-term extensions.

EF Pro Cycling has consistently ranked among the top teams for social media engagement since 2017 and offers one of the strongest returns on investment for title partners in professional sports, according to Nielsen Analytics.

The team is backed by long-standing partners including EasyPost, Cannondale, Wahoo, and POC, reflecting shared values and a commitment to the sport’s long-term growth.

-- BERNAMA