Home News Teads Launches Ambitious Attention Program at Cannes Lions to Advance Omnichannel Attention Measurement Combining Creative and Media
    Editorial & Advertiser disclosure
Our website publishes news, press releases, opinion and advertorials on various financial organizations, products and services which are commissioned from various Companies, Organizations, PR agencies, Bloggers etc. These commissioned articles are commercial in nature. This is not to be considered as financial advice and should be considered only for information purposes. It does not reflect the views or opinion of our website and is not to be considered an endorsement or a recommendation. We cannot guarantee the accuracy or applicability of any information provided with respect to your individual or personal circumstances. Please seek Professional advice from a qualified professional before making any financial decisions. We link to various third-party websites, affiliate sales networks, and to our advertising partners websites. When you view or click on certain links available on our articles, our partners may compensate us for displaying the content to you or make a purchase or fill a form. This will not incur any additional charges to you. To make things simpler for you to identity or distinguish advertised or sponsored articles or links, you may consider all articles or links hosted on our site as a commercial article placement. We will not be responsible for any loss you may suffer as a result of any omission or inaccuracy on the website.

Teads Launches Ambitious Attention Program at Cannes Lions to Advance Omnichannel Attention Measurement Combining Creative and Media

by uma
0 comment

  • Global Media Platform will be first to natively offer attention measurement and creative optimization for brands across every screen
  • Teads’ unique approach incorporates all 4 key drivers of attention; Creative, Quality of Media, Relevancy and Ad Experience
  • Industry leading partners, Adelaide, Lumen and Realeyes join Teads to deliver robust, creative and cross-screen, attention measurement for campaigns

New York, June 16, 2022: Teads, The Global Media Platform, is advancing its leadership in attention measurement by launching the Teads Attention Program. 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 3x 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.” 

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, 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 pioneering program will be available in Beta mode in July, and released later in 2022. 

 

You may also like