Dentsu integrates eye-tracking data for media planning

Dentsu has announced the integration of retail eye-tracking data into its media planning tool, introducing attention data from in-store environments to the platform.

The new data is sourced from research conducted by Lumen Research on behalf of the Co-op Media Network, bringing together comprehensive global survey information with real-world behavioural insights for the first time in media planning.

Eye-tracking insights

Research findings indicate that advertisements in smaller retail stores offer more than double the opportunity to see specific products, triple the attention, and quadruple the brand recall compared to larger stores. These insights challenge the long-held view that in-store advertising is less effective than channels such as social media and outdoor campaigns.

Brands using the dentsu planning tool will now be able to quantify consumer attention across different in-store advertising formats, allowing for more precise investment decisions in campaign planning.

Brand strategy shift

Dentsu's integration of this data aims to reposition retail media not only as a tool for driving immediate sales but also as a means of achieving long-term brand engagement.

Katie Hartley, Managing Director – Product and Innovation at dentsu said: "Retail media is rapidly evolving into one of the most influential advertising channels. Historically, it has been viewed as tactical rather than strategic, but this research and integration proves otherwise. We're proud to collaborate with Co-op Media Network and Lumen to bring this game-changing data to market – reshaping how brands approach in-store advertising, both in the UK and globally."

The platform update gives media planners cumulative insights, drawing on attention data to compare the effectiveness of in-store advertising with other major channels.

"By bringing Co-op's in-store attention data into Dentsu's planning tool, convenience media now sits alongside mainstream channels in the planning process. It's no longer a bolt-on or an afterthought - it's right where it belongs. Dentsu's planners now have a high-attention channel they can use to strengthen client campaigns," Dean Harris, Head of Co-op Media Network, said.

Attention in focus

Mike Follett, CEO of Lumen Research, emphasised the strategic significance of the integration:

"We are thrilled to see our research with Co-op being implemented by dentsu. This integration underscores the growing importance of attention data in shaping effective media strategies. By incorporating real-world eye-tracking insights, dentsu is taking a decisive step towards proving the tangible value of attention in media planning—helping brands make more informed investment decisions and ensuring greater campaign effectiveness across retail environments. The results of this research speak for themselves: brands that prioritise genuine consumer attention will ultimately drive stronger recall, engagement, and conversion rates."