Lumen Research

SWA Summit 2026 Emphasises Return on Impact

The Swiss Advertisers Association (Schweizer Werbe-Auftraggeberverband SWA) held its renamed annual meeting, the SWA-SUMMIT, on 19 March at the sold-out StageOne in Zurich. SWA President Jan De Schepper promoted a shift from efficiency to a "Return on Impact," prioritising effectiveness, creative quality and business KPIs over vanity metrics. Keynotes included Mike Follett (Lumen Research) presenting attention data showing ~70% of ads are technically viewable but only ~30% are actually perceived (average view duration ~1.6 seconds); Professor Sven Reinecke (University of St. Gallen) advocating calibrated multi-method measurement and causality-aware evaluation; and Dennis Lück (BrinkertLück) emphasising measurable creativity and the role of AI as a tool, not a replacement for creativity. The SWA reported a record 218 member companies, board changes (Karin Held re-elected; Constance Courtois newly elected) and announced Yvonne Baumgartner will become co-director on 2026-09-01 and take over as SWA director on 2027-01-01. The next SWA-SUMMIT is scheduled for 2027-03-11 at StageOne.

Dentsu: Video Ads Deliver Multi‑Year Impact

Dentsu, together with Kantar and Lumen, published a report titled "The Brand Reset" linking measured attention data to brand metrics and modelled revenue effects. The study finds digital video advertising — including short formats — can generate both short‑term gains and multi‑year uplift in brand strength and demand, with modelled revenue impulses lasting up to three years. Streaming environments on TV devices deliver long‑term effects approaching those of linear TV. The analysis also shows non‑skipped (viewed) skippable formats are substantially more effective, and that additional reach beyond a point yields diminishing returns. Dentsu recommends attention‑based media planning, scenario modelling for short‑ and long‑term impact, a holistic video mix across linear, streaming and digital, and tighter alignment between creative and media planning.

Teads integrates attention measurement into CTV

Teads has expanded its partnership with Lumen Research to integrate attention measurement into its Connected TV (CTV) offering. Under a global agreement, Teads gains exclusive access to Lumen’s attention measurement for CTV home‑screen placements across EMEA, the US, APAC and LATAM. The attention data — based on Lumen’s eye‑tracking‑derived models and a jointly developed CTV home‑screen attention‑prediction model — will be integrated into the Teads Ad Manager and made available for both managed and self‑serve campaigns. Teads plans to extend the integration to instream formats later in the quarter. The move aims to provide advertisers with more unified quality metrics for evaluating CTV campaigns amid ongoing measurement challenges in the channel.