Lumen Research, the global attention technology company, has appointed Blaise Lucey as Senior Director of Marketing and promoted Tanwa Edu to Chief Strategy Officer and Arthur Cole to Chief Operating Officer as the business continues to expand globally, with a particular focus on US growth.
Based out of New York, Lucey has over 10 years’ B2B SaaS experience across start-ups and enterprise companies. He has built marketing programmes from the ground-up and managed global and local marketing teams for ad tech and martech companies including Criteo, Roku, and Bitly.
He said: “Attention is the most valuable metric in the rapidly-changing world of digital advertising. The most exciting plan for my new role is helping advertisers understand how consumers truly ‘see’ ads, creating a foundation for the economics behind the attention economy.”
Tanwa Edu, previously head of consulting, has been promoted to Chief Strategy Officer. Prior to this, she was head of media at Chanel, and spent the previous decade within the media agency world at Publicis, Omnicom, and GroupM. She was also COO of an online magazine startup, and her broad and deep experience gives her a unique understanding of all facets of the media world.
She said: “I have witnessed first-hand the industry’s challenges when it comes to meaningful measurement. To work in a company which addresses this is extremely exciting. We will continue to move the dial in this area and ensure that attention is always linked to outcomes. In tandem with clients, we will continue to seize new opportunities to help with both bespoke business challenges and wider industry ones.”
Meanwhile, Arthur Cole takes the position of Chief Operating Officer. He will oversee the sales and client success teams as the business continues to expand. He was previously COO at Avocet, which merged with Lumen late last year.
He said: “The growing opportunity to scale larger and deeper relationships with brands and partners by offering our clients key insights into the efficiency of their ad spend through attention metrics is huge. With surging interest in our products and services in the US in particular, we are really set to make our mark in this important market; proving the value in eye tracking, modelling and predicting attentive views and attentive time.”
Mike Follett, managing director of Lumen Research, added: “Our clients are in great hands on both sides of the pond as we continue to drive change in the way we think about attention as a fundamental business tool. The market has long been calling out for evolution in the measurement of attention, and I have no doubt whatsoever that these talented individuals will take us to the next stage of our Lumen journey as we introduce more partners to the possibilities.”
Lumen harnesses eye-tracking panels to calculate the consumer attention generated by media impressions. The company’s attention measurement platform (LAMP) records visual attention from consenting panel participants, creating a training data set for machine learning models to score an array of video and display media formats.
These appointments come as Lumen helps a growing roster of clients to measure attention and link it to outcomes such as engagement, brand lift, sales, and creative performance.