#	Pagina
attuale pagina	/open-h2020/projects/197391/index.html

Opendata, web and dolomites

ATOM

Attention to Marketing (ATOM): Application of eye-tracking to the online market for advertising

Total Cost €

EC-Contrib. €

Partnership

Views

Outcomes and
results

ATOM project word cloud

Explore the words cloud of the ATOM project. It provides you a very rough idea of what is the project "ATOM" about.

smi advertising 44 small 19th transform luciar ads time tobii tracking industry eye bad good algorithmic asset providers feasibility worse half content genuinely panels platform people denmark wanamaker buying contribution sweden placed innovations massive data optimising inefficient eyetribe valuing appear monitoring page situation audiences 98 whom don global programmatic market money advertisers quipped hardware publisher atom spend scaling wasted 21st accurately bots undervalued germany london blindfold collects media impressions disruption world screens throughs century companies trouble drives engaging locus trade actually publishers home click 500m tail john arise really routes lumen inventory

Project "ATOM" data sheet

The following table provides information about the project.

Coordinator	LUMEN RESEARCH LIMITED Organization address address: UNIT 215 22 HIGHBURY GROVE city: London postcode: N5 2EF website: n.a. contact info title: n.a. name: n.a. surname: n.a. function: n.a. email: n.a. telephone: n.a. fax: n.a.
Coordinator Country	United Kingdom [UK]
Project website	http://www.lumen-research.com
Total cost	71˙429 €
EC max contribution	50˙000 € (70%)
Programme	1. H2020-EU.2.1.1. (INDUSTRIAL LEADERSHIP - Leadership in enabling and industrial technologies - Information and Communication Technologies (ICT)) 2. H2020-EU.2.3.1. (Mainstreaming SME support, especially through a dedicated instrument)
Code Call	H2020-SMEINST-1-2015
Funding Scheme	SME-1
Starting year	2015
Duration (year-month-day)	from 2015-07-01 to 2015-10-31

Partnership

Take a look of project's partnership.

#	participants	country	role	EC contrib. [€]
1	LUMEN RESEARCH LIMITED LUMEN RESEARCH LIMITED Organization address address: UNIT 215 22 HIGHBURY GROVE city: London postcode: N5 2EF website: n.a. contact info title: n.a. name: n.a. surname: n.a. function: n.a. email: n.a. telephone: n.a. fax: n.a.	UK (London)	coordinator	50˙000.00

Map

Project objective

In the 19th century John Wanamaker quipped that “half the money I spend on advertising is wasted; the trouble is I don’t know which half”. For advertisers in the 21st century the situation has become much worse; up to 98% of click-throughs may actually be from “bots” rather than real people, and only 44% of page impressions even appear on people’s screens. As a result, the €500m global advertising market is highly inefficient; advertisers are buying blindfold and publishers of genuinely engaging content are undervalued as the bad drives out the good. The ATOM project will address these problems by using eye tracking to accurately measure whether ads actually get seen, by whom, and for how long, enabling market participants to trade the asset they are really interested in – people’s attention.

The project will assess the technical feasibility and potential value of various routes to market that arise from scaling Lumen’s existing in-home eye-tracking platform, LUCIAR. LUCIAR collects and analyses eye-tracking data from small panels for testing and optimising the design of advertising. Scaling LUCIAR will provide robust, real-time data on attention to advertising down the long-tail of inventory, with applications in (i) monitoring the attention advertisers are achieving among specific audiences, (ii) valuing publisher’s inventory and the contribution of content providers, and (iii) “programmatic” algorithmic media buying.

Europe is well placed to lead this disruption of the advertising industry. The world’s leading eye-tracking hardware companies are based in Europe (Tobii in Sweden; SMI in Germany; EyeTribe in Denmark) and London is a major global locus and leading market in new innovations for the advertising industry. Through the application of eye-tracking technology there is massive potential for European companies to transform the global advertising market.

Are you the coordinator (or a participant) of this project? Plaese send me more information about the "ATOM" project.

For instance: the website url (it has not provided by EU-opendata yet), the logo, a more detailed description of the project (in plain text as a rtf file or a word file), some pictures (as picture files, not embedded into any word file), twitter account, linkedin page, etc.

Send me an email (fabio@fabiodisconzi.com) and I put them in your project's page as son as possible.

Thanks. And then put a link of this page into your project's website.

The information about "ATOM" are provided by the European Opendata Portal: CORDIS opendata.