Teads has launched its Attention Program to advance its leadership in attention measurement and arm brands with optimal multi-screen reporting of attention metrics.
The program will arm brands with optimal multi-screen reporting of attention metrics within Teads Ad Manager.
Teads works with publishers and connected TV providers, and has integrations with attention measurement partners.
The program aims to help boost the understanding of attention for media buyers and media owners allowing them to plan, buy, optimise and report on attention to ultimately drive a better return on media investment for brands.
Research indicates that 'attention' is 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.
“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.” said Caroline Hugonenc, SVP Research & Insights at Teads, “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.”
Partnerships with Adelaide and Real Eyes
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-context tests for creative assets
In addition, Teads has formed a partnership with Lumen to offer native reporting of attention metrics within Teads Ad Manager, alongside in-context creative testing tools, which allow advertisers to optimise 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, Managing Director, Lumen Research added; “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.
“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,” said Mihkel Jäätma, co-founder and
CEO, Realeyes. “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.”
The program will be available in Beta mode in July, and released later in 2022.