{"id":123338,"date":"2025-03-10T02:38:03","date_gmt":"2025-03-10T02:38:03","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/hoopla-digital-in-collaboration-with-generation-media-and-lumen-research-unveils-industry-first-attention-measurement-model-for-childrens-advertising\/"},"modified":"2025-03-10T02:38:03","modified_gmt":"2025-03-10T02:38:03","slug":"hoopla-digital-in-collaboration-with-generation-media-and-lumen-research-unveils-industry-first-attention-measurement-model-for-childrens-advertising","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=123338","title":{"rendered":"Hoopla Digital, in Collaboration with Generation Media and Lumen Research, Unveils Industry-First Attention Measurement Model for Children\u2019s Advertising"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p><strong>London, UK<\/strong>\u00a0\u2013 Hoopla Digital, in collaboration with Generation Media and Lumen Research, has launched a whitepaper introducing the industry\u2019s first attention measurement model specifically designed for children\u2019s advertising. Conducted in full compliance with GDPR-K and COPPA regulations, the study explores how children aged 8-12 engage with interactive ads, focusing on Hoopla\u2019s playable reward ad unit, HooPLAY.<\/p>\n<p>The research, conducted in two phases, provides fresh insights into children\u2019s attention patterns. Phase 1, a quantitative study involving 750 children from the UK, found that HooPLAY ads achieved 100% viewability, capturing children\u2019s attention for an average of 46 seconds\u2014three times longer than standard reward ads aimed at adults. 3D ads outperformed 2D ads by 53%, while girls demonstrated higher brand recall (79%) and choice (64%) compared to boys (63% and 49%). Brand recall averaged 73%, exceeding the adult benchmark of 58%. Additionally, 77% of children described the ads as \u201ccool,\u201d and 75% found them \u201cexciting.\u201d The study also revealed that the more attention children devote to interactive ads, the greater the impact on brand favourability, as deeper engagement and emotional connections lead to more positive feelings towards the brand.<\/p>\n<p>Phase 2, a qualitative study by Untangled Insight, identified five key factors driving attention: interactivity, personal connection, visual appeal, positive emotional feedback (e.g., hearts or confetti), and novelty. Children frequently replayed the ads, enjoying the interactive nature, while parents praised the skill-building potential of these ads compared to traditional formats.<\/p>\n<p> <!-- A generated by theme --> <\/p>\n<p><span class=\"td-adspot-title\">Advertisement<\/span><noscript id=\"td-ad-placeholder\"\/><\/p>\n<p> <!-- end A --> <\/p>\n<p>Based on these insights, Hoopla Digital has created a predictive model of attention within Lumen\u2019s ad measurement platform, LAMP, allowing the learnings to be applied to live campaigns. With this additional layer of information, advertisers can make smarter decisions about the best ways to reach young audiences in a way that drives attention and potentially lift the performance to achieve better brand and business outcomes.<\/p>\n<p>\u201cAttention optimisation has proven highly successful in the adult market, with countless studies validating its effectiveness in driving significant uplifts across core brand metrics. However, bringing this approach to the kids\u2019 market required a different strategy. Given how diverse and often unpredictable a child\u2019s attention span can be, we knew an adult-trained model wouldn\u2019t be a logical fit. By partnering with Lumen Research and Generation Media, we developed a solution fully compliant with child safety regulations\u2014creating a powerful tool that kids\u2019 brands can use to enhance campaign performance while catering to their diverse audience groups. Early results from initial in-flight campaign tests are already demonstrating strong success, and we\u2019re excited to continue evolving the product.\u201d John Macbeth, CCO at Hoopla Digital.<\/p>\n<p>\u201cAt Generation Media, we are committed to pioneering innovative media strategies that drive meaningful engagement. This collaboration with Hoopla Digital and Lumen Research represents a breakthrough in understanding children\u2019s attention in advertising. By leveraging data-driven insights, we are empowering brands to create more impactful, responsible, and engaging campaigns that resonate with young audiences.\u201d Alex Taylor-Smith, Director of Business Development at Generation Media<\/p>\n<p>\u2018\u2019We\u2019re delighted to partner with Hoopla on this first attention measurement model for kids\u2019 advertising. Understanding attention is key to effective advertising, and this study confirms that children engage with ads differently from adults. By applying eye-tracking and attention measurement techniques, we\u2019ve demonstrated that interactive, playable formats like HooPLAY have the potential to drive very high levels of engagement, recall and deliver on key brand outcomes.\u2019\u2019 Mike Follet, CEO at Lumen Research<\/p>\n<p><strong>About Hoopla Digital<br \/><\/strong><em>Hoopla Digital Kids<\/em>\u00a0provides bespoke digital advertising solutions focused on immersive, high-impact ad experiences for children, specialising in Playables, Mixed Reality, CGI Video, and Rich Media. For more information, visit\u00a0<a href=\"http:\/\/www.hoopladigital.co.uk\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">www.hoopladigital.co.uk<\/a><\/p>\n<p><strong>About Generation Media<br \/><\/strong>The world\u2019s leading independent media specialist. Generation by Generation, we power brands to create meaningful communication strategies through data led media expertise. For more information, visit\u00a0<a href=\"http:\/\/www.generationmedia.com\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">www.generationmedia.com<\/a><\/p>\n<p><strong>About Lumen Research<br \/><\/strong>Lumen Research is an eye-tracking technology company that is expanding our understanding of human attention and helping brands to turn attention into action. The company initially developed patented eye-tracking technology for creative attention studies, helping advertisers understand how consumers view advertising across online and offline media. Since then, Lumen has evolved to focus on helping brands plan, buy, measure, and optimise advertising based on attention across all types of media. For more information, visit<a href=\"http:\/\/www.lumen-research.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u00a0www.lumen-research.com<\/a><\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>London, UK\u00a0\u2013 Hoopla Digital, in collaboration with Generation Media and Lumen Research, has launched a whitepaper introducing the industry\u2019s first attention measurement model specifically designed for children\u2019s advertising. Conducted in full compliance with GDPR-K and COPPA regulations, the study explores how children aged 8-12 engage with interactive ads, focusing on Hoopla\u2019s playable reward ad unit, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":123339,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[8397,8623,54268,54269,352,13035,824,2266,54270,54272,54271,54273,6057,45577,3943,10999,1168,10113,12884],"dealstore":[],"offerexpiration":[],"class_list":["post-123338","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-advertising","tag-attention","tag-attention-measurement","tag-children-advertising","tag-childrens","tag-collaboration","tag-digital","tag-generation","tag-generation-media","tag-hoopla","tag-hoopla-digital","tag-industryfirst","tag-lumen","tag-lumen-research","tag-measurement","tag-media","tag-model","tag-research","tag-unveils"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Hoopla Digital, in Collaboration with Generation Media and Lumen Research, Unveils Industry-First Attention Measurement Model for Children\u2019s Advertising - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=123338\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hoopla Digital, in Collaboration with Generation Media and Lumen Research, Unveils Industry-First Attention Measurement Model for Children\u2019s Advertising - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"London, UK\u00a0\u2013 Hoopla Digital, in collaboration with Generation Media and Lumen Research, has launched a whitepaper introducing the industry\u2019s first attention measurement model specifically designed for children\u2019s advertising. 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