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RESEARCH, ANALYSIS & TRENDS

dia investment for brands. vertisers can leverage these unified attention insights to
optimize live campaigns, connecting the right creative
Attention has been shown to be three times more effec- with the right screen resulting in greater impact, higher
tive at predicting outcomes than viewability, with the outcomes and increased efficiency.
most important factors identified as creative, media
quality, relevance, and ad experience. As digital invest- In addition, Teads is breaking new grounds in partner-
ments become fluid across all channels, brands are ship with Lumen by now offering native reporting of at-
looking for better ways to measure this new metric tention metrics within Teads Ad Manager, alongside in-
across all screens. context creative testing tools, which allow advertisers to
optimize their asset. It is the first time a 3rd party atten-
“We are proud to be leading the evolution of attention tion company integrates with a technology platform,
measurement with the launch of our attention program, enabling brands to more accurately report on the level
knowing the diverse impact attention has on campaign of attention their ads have received for a campaign. By
results and therefore on a brand's business. This is a connecting Lumen attention data with Brand Pulse,
huge step forward for the industry and we will continue Teads’ in-house brand lift solution, Teads will also be
to work with all our publisher, agency, and advertising able to advise brands on the level of attention they re-
partners to help them work with this new metric to align quire for a specific campaign.
with their business goals," concludes Caroline Hu-
gonenc. By integrating with leading attention measurement ven-
dors, Lumen and Adelaide, and ad-testing leader Rea-
Now, omnichannel attention measurement will be made leyes, Teads is building out a robust set of tools ena-
possible with Teads in conjunction with Adelaide and bling brands to drive greater media effectiveness and
Realeyes. With more than 2,000 creatives measured, business results. As the program evolves, Teads will
Teads’ long-standing facial coding measurement with integrate additional partners and capabilities. The pio-
Realeyes means the platform can combine both crea- neering program will be released later in 2022. ◊
tive and media quality metrics from Adelaide to provide
sophisticated solutions for brands. This partnership will By Daniela La Marca
enable brands to pre-test creative by screen type to
capture attention levels ahead of campaign launch. Ad-

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