Lumen-Backed Frameplay Announces New Attention Metric in Video Game Environments

Frameplay, the global leader in enabling intrinsic in-game advertising, today (5th April 2022), announced the first-to-market attention metric called Intrinsic Time-in-View. The metric is built upon Frameplay’s proprietary, industry-leading, viewability capability, has been double-validated by studies from Lumen and eye square, and is recognised by Dentsu International’s award-winning Attention Economy team, as a pioneering solution for measuring attention in the gaming space

“Our proprietary intrinsic in-game viewability technology, has been at the forefront of our product offering since our company’s inception,” said Jonathon Troughton, CEO of Frameplay. “We are proud to share that we have further validated the efficacy of our advertising solution, with results from our two eye-tracking studies showing a strong correlation between our intrinsic in-game viewability algorithm, and intrinsic time-in-view viewability duration metric, as substantial indicators of attention.” 

Frameplay’s Intrinsic Time-in-View, measures the length of time an ad impression is viewable during gameplay. An impression is only considered viewable if it meets Frameplay’s intrinsic in-game advertising proprietary and market-leading viewability requirements. The studies leveraged an intrinsic in-game advertising campaign for Dentsu's client McCormick, and their Frank’s RedHot brand, in Frameplay’s exclusive gaming inventory.

“The average consumer sees over 4,000 ads in any given day, so it is imperative that advertisers start evaluating channels through the lens of attention metrics, which are more indicative of meaningful exposures,” said Joanne Leong, vice president, of global media partnerships at Dentsu. “The results from these studies validate proven attention in Frameplay’s gaming inventory, and we will use this data in planning as we evaluate future intrinsic in-game opportunities.”

Frameplay partnered with both Lumen and independently, eye square, to analyse and compare Frameplay’s Intrinsic Time-in-View calculation with their respective eye-tracking measurement. Both companies, using unique and differing methodologies and technologies, validated with confidence that Frameplay’s Intrinsic Time-in-View measurement is a viable measure of attention.

Lumen concluded the following takeaways:
  • Lumen’s average viewable time metric was consistent with Frameplay’s Intrinsic Time-in-View metric for calculating viewable time
  • The advertisement analysed successfully captured 1.4x more attention of the gamers versus the norm, performing significantly higher than Lumen’s comparative norm of mobile display
  • Overall attention produced by Frameplay’s Intrinsic In-Game campaign analysed by Lumen, outweighed the mobile display norm 
  • Lumen’s results indicated that Frameplay’s Intrinsic In-Game Advertising performed similarly to social in-feed video norms and outperformed every other social, web, and mobile format, including a social in-feed image.
eye square concluded the following takeaways:
  • Critically testing Intrinsic Time-in-View turned out to be very close to the true real-life value provided by eye square’s eye-tracking measurement
  • Intrinsic banner ads in mobile games are highly appreciated, while in contrast, interrupting video ads are not liked at all
  • Real-world inspired branding and sponsorships will improve gameplay experience and subjective life-world authenticity
  • eye square sees great potential in Frameplay’s innovative ad framework technology, to satisfy the changing commercial and cultural needs of advertisers, companies, and gamers

To learn more about how Frameplay is pioneering the intrinsic in-game industry, visit www.frameplay.gg


Lumen is the leading attention technology compnay. We use eye tracking data to build powerful predictive models of attention that can be used to plan, buy and report on digital media. Our creative testing tools allow brands to optimise their creative...
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