FRAMEN leads the launch of “The Attention Pulse” for Indoor DOOH Contexts

• An international attention measurement programme to assess the impact on business results.
• Lumen Research is the partner chosen by the Axel Springer Group company for the studies.
• The first research data, conducted in Italy and Germany, will be released in the coming days.

Berlin/London, March 4, 2025 – FRAMEN opens a new strategic chapter with the launch of 'The Attention Pulse', a long-term research programme designed to redefine the role of indoor digital out-of-home (DOOH) in the advertising ecosystem. In partnership with Lumen Research, a leader in attention measurement, the project aims to analyse and quantify how different indoor environments can capture and drive attention, creating a direct impact on brands and sales lift.

The initiative goes further, integrating the research programme with advanced measurement tools and strategic partnerships to assess the tangible impact on key business outcomes. The goal is twofold: to provide meaningful insights to refine FRAMEN's offering and to raise market awareness of the untapped potential of indoor DOOH as a strategic alternative to traditional video strategies.

Educating the Market and Empowering Campaigns

FRAMEN aims to demonstrate how attention generated in indoor environments can open up new opportunities for the lower funnel, testing the qualitative potential of this advertising channel. In a landscape where many impressions are distributed without generating concrete results, FRAMEN aims to lead the shift towards a more targeted and strategic approach. The launch of this programme coincides with two live campaigns for a major technology brand in Italy and Germany, with further details and results to be announced in the coming weeks..

At the heart of The Attention Pulse is the understanding that capturing attention is not a linear process, but the result of careful analysis of multiple factors. From the creative choice to the choice of screen or context, each element plays a crucial role and is linked to a precise targeting strategy. As studies by market players such as Aryel have shown, it is not just about exposure, but also about the quality and duration of attention: the more a message engages the audience in the right context, the greater the impact. This means that creativity and technology must work in synergy with the environment to maximise effectiveness, turning every touchpoint into a strategic lever for campaign success.

Antonella La Carpia, Country Lead of FRAMEN Italy, stated:
"The entire DOOH ecosystem is under the spotlight and requires its own decoding to maximise its potential. Today, every player in the media supply chain has a strategic role to play in the evolution of digital media buying dynamics. 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 and strategic metrics to guide planning. It's not just about choosing a screen, it's about choosing it with a clear and focused strategic perspective".

Michael Tighe, Associate Director at Lumen Research, added:
"Lumen Research is delighted to be working with FRAMEN in the indoor DOOH space, where their innovative approach has outperformed industry benchmarks in terms of audience attention and brand recall. Our goal is to study how to impact business outcomes, and our research confirms the effectiveness of FRAMEN's strategic placements in delivering measurable results for advertisers. We look forward to continuing this collaboration to bring even more value and innovation to advertisers through indoor advertising.

In the coming weeks, FRAMEN will publish the results of the first study conducted in Italy and Germany.

About Lumen Research

Lumen Research is an eye-tracking technology company that advances our understanding of human attention and helps brands turn attention into action. Since 2013, Lumen Research has collected attention data from more than 700,000 individuals, measuring millions of ads and billions of eye movements. This dataset enables brands to plan, buy, measure and optimise their media investments based on attention across all media types, reducing waste and increasing ROI.

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