Lumen Research appoints Bill Forelli and Barbara Butts

Lumen Research, a global attention technology company, is increasing US operations to meet increased demand for attention measurement and optimization solutions. In Los Angeles, Bill Forelli joins Lumen as VP of sales, North America, bringing extensive experience in ad-tech measurement and brand sales through executive positions at Frameplay, Newegg, and others.

Heading up US customer success is Barbara Butts, who joins Lumen with 10+ years of ad operations experience across companies such as FramePlay, Ford, and Universal McCann. Forelli and Butts join Scott Linzer, general manager, North Americas, and Blaise Lucey, marketing director, in the growing US-based Lumen team.

“With marketing, sales, and customer success teams now established in the US, we are looking forward to helping clients win the attention economy like never before,” says Scott Linzer, general manager, North Americas.

“I am so excited to join Lumen at a time when the ad-tech ecosystem is changing so rapidly,” adds Bill Forelli. “As the leading global attention technology company, we are perfectly positioned to bring new levels of success to US clients in the attention economy.”

“Success in any campaign alway starts with the consumer,” says Barbara Butts. “Attention is the human-first metric and I can’t wait to help Lumen’s US clients scale their operations with attention-first advertising strategies.”

After a successful panel at IAB ALM in January, the US team will now join Brand Innovators at South by Southwest in Austin, Texas, to educate businesses about the power of attention technology.

Lumen says it combines the power of eye-tracking and machine learning to plan, activate, measure, and optimize advertising campaigns. The company says its 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 says it is helping a growing roster of clients to measure attention and link it to outcomes such as engagement, brand lift, sales, and creative performance.