Teads launches Attention Program to advance omnichannel attention measurement

Three measuring tapes.

Teads launches Attention Program to advance omnichannel attention measurement Duncan is an award-winning technology industry analyst, specialising in cloud computing, blockchain, martech and edge computing.

Global media platform Teads has launched the Teads Attention Program to strengthen its position in the attention measurement sector.

The program will arm brands with optimal multi-screen reporting of attention metrics within Teads Ad Manager. Through Teads’ global scale within quality publishers and connected TV providers, and integrations with industry-leading attention measurement partners, this pioneering program will accelerate the understanding of attention for media buyers and media owners allowing them to plan, buy, optimize and report on attention to ultimately drive a better return on media investment for brands.

Attention is proven to be three times more effective at predicting outcomes than viewability with the key drivers identified as Creative, Quality of Media, Relevancy and Ad Experience. As digital investments are fluidly allocated across channels, brands are looking for better ways to measure this new metric across every screen.

Caroline Hugonenc, SVP research & insights at Teads, said: “We are proud to be stewarding the evolution of attention measurement with the launch of our attention program as we know the differentiated impact attention has on campaign outcomes and in turn, a brand’s business.

“This is a huge step forward for the industry, and we’ll continue working with all of our publisher, agency and advertiser partners to guide them on how to work with this new metric and align it to their business goals.”

Now, omnichannel attention measurement will be made possible with Teads in conjunction with Adelaide and Realeyes. With more than 2,000 creatives measured, Teads’ long-standing facial coding measurement with Realeyes means the platform can combine both creative and media quality metrics from Adelaide to provide sophisticated solutions for brands. This partnership will enable brands to pre-test creative by screen type to capture attention levels ahead of campaign launch. Advertisers can leverage these unified attention insights to optimize live campaigns, connecting the right creative with the right screen resulting in greater impact, higher outcomes and increased efficiency.

“We’re excited to partner with Teads to deploy attention metrics on a global scale for better planning, optimization, and most importantly, advertiser outcomes,” said Marc Guldimann, Co-founder & CEO of Adelaide. “Teads’ rigorous approach to attention metrics is exemplified by their work to understand the nuances of how media and creative influence attention.”

In addition, Teads is breaking new grounds in partnership with Lumen by now offering native reporting of attention metrics within Teads Ad Manager, alongside in-context creative testing tools, which allow advertisers to optimize their asset. It is the first time a 3rd party attention company integrates with a technology platform, enabling brands to more accurately and robustly report on the level of attention their ads have received for a campaign. By connecting Lumen attention data with Brand Pulse, Teads’ in-house brand lift solution, Teads will also be able to advise brands on the level of attention they require for a specific campaign.

Mike Follett, MD, Lumen Research, said: “We’re really excited to extend our relationship with the Teads team. Teads and Lumen have led the debate around the Attention Economy, so it’s great to see how initial research projects have now turned into business tools.”

By integrating with leading attention measurement vendors, Lumen and Adelaide, and ad-testing leader Realeyes, Teads is building out a robust set of tools enabling brands to drive greater media effectiveness and business results. As the program evolves, Teads will integrate additional partners and capabilities.

Mihkel Jäätma, co-founder and CEO, Realeyes, said: “We’re excited to expand our longstanding partnership with Teads and other best-in-class partners to advance the advertising industry’s adoption of attention metrics.

“The advertising industry is moving from tonnage to quality, bringing together creative and media attention metrics to make smarter decisioning, drive higher ROI and create better consumer experiences.”

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

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