Mike Follett

In this engaging discussion, Mike Follett, CEO & Co-founder of Lumen, dives into the innovative world of attention technology and eye-tracking data to transform advertising. He emphasizes how simplicity is crucial in ad tech and how attention metrics can directly link to brand uplift and profit. The conversation also covers the rise of Super Signal Aggregators and the future of AI in enhancing creative capabilities. Mike shares insights on navigating challenges in valuations while fostering sustainable partnerships in the evolving B2B marketing landscape.

Cathy Taylor, a WARC representative, is joined by Jon Waite from Havas and Mike Follett from Lumen to dive into groundbreaking attention research. They discuss how aggregate attention time can enhance advertising results and why brands should measure attention value per consumer. The conversation reveals that different marketing goals require varied attention strategies—awareness campaigns thrive on frequent small hits, while sales-focused efforts benefit from deeper attention with less frequency. Get ready to rethink how attention shapes your marketing!