Teads, the global media platformtoday presented the findings of his most recent meta-analysis of Attentionwhich has further demonstrated the practicality of the Attention as a new measurement metricwhile also highlighting concrete ways for companies to benefit from Customer Service when it comes to improving the brand impact and the campaign results along the funnel.
Through this research, Teads validated the four drivers of attention: Media Quality, Advertising Experience, Relevance and Creativity; which were identified through joint investigations with major global media agencies. Additionally, Teads provided key information on each of them, using measurements made by Lumen and Adelaide.
Teads found that the publishers premium qualitysuch as Condé Nast and the news publishers, outperform metrics of Attention and that the content of quality of Teads he is able to generate levels of Attention at least three more times taller than Facebook, according to different sources of measurement. Additionally, the Teads premium ad formats offer a comparable care to the of Youtubewith a goal of APM (seconds of attention per 1,000 impressions) a 15% higher compared to the Lumen benchmark of December 2022, in addition to being better perceived and more efficient.
The study of Teads revealed that the four drivers of care they have one relationship validated between measurements of Attention in the market and the campaign resultsthrough different measurement partners and different verticals and that maximize the Attention can trigger a greater brand impact.
Jean-Paul Edwards, Managing Director, Product, OMD Worldwide said: “Attention has always been essential for effective communication. At OMG, we have focused for several years on how to effectively manage the optimal delivery of care required for any brief. Drawing on numerous attention testing programs, we’ve created a framework of custom parameters for each brief, with tools that optimize decisions in planning, ad placement, and creative execution. Our extensive participation in the Teads Attention Program supports this understanding, driving increases in attention to deliver stronger brand metrics and better sales results.”
Finally, there is significant scope for the optimization so much in media like in the creativity for increase he scope and the attention timeIndicating that fit the creativity to the platform and relevance of the location and the context, further improves the levels of Attentionwith preliminary studies reflecting a 20% increase in Attention throughout a campaign.
Srijoni Dutta Gupta, Consumer Marketing Manager, Estee Lauder EMEA said: “With the support of the Teads team of experts, our Spring 2023 Supreme Moisturizer campaign was strategically successful by leveraging existing campaign assets and conveying our narrative based on new consumer insights in a much more more impressive and measurable. Teads understood our needs, providing valuable consumer data and tailoring deliverables to suit our markets.”
With a greater focus on action, driven by Attention Measurement, Teads seeks to develop insights in three key areas: CTV and how maximize Attention on the screen of TVthe intersection of the Context and Attention as a component of measurement and the planning In a world no cookies and opportunities for activation; particularly around the development of products that guarantee efficient campaigns and with high attention rates that they provide results on all channels. Currently, CTV Attention measurement is not available for Latin America, but it is expected to be able to offer this opportunity in the near future.
Liset Otten, Global Digital Activation Manager, JDE said: “Findings from our first attention pilots with Teads, conducted in the UK and Germany, have inspired us to roll out the attention measurement product in more than 10 additional markets. We see a valuable opportunity to reduce waste in digital purchases and ensure we reach people, not just devices. As we move through the different stages of our progressive approach to testing and evaluating the care metric, we enthusiastically urge markets to consider participating, to the extent possible.”
Caroline Hugonenc, Senior Vice President, Research & Insights, Teads adds: “What is truly unique about the Teads Attention Program is that we allow our clients to test, learn and measure attention-related results in campaigns in real time. From these findings, we’ve seen customers embrace care and build competitive advantage as the industry aligns around a standard definition of care as a metric. To support them in their trajectory, we will continue to innovate in the measurement solutions that we propose, as well as in the integration of service metrics in the activation and planning stage”.