Teads, the global media platform, today announced an alliance with The Kraft Heinz Company (KHC) and Dentsu International to develop the Teads Care Program. Presented by CaratKHC’s media agency at dentsu, this pioneering initiative is the beginning of a joint effort between Teads and Carat to measure Attention using dentsu’s proprietary Attention model created with Lumen.
KHC’s participation in the program -which began in July of this year and which lasts for six months- will provide insights on the activators of Attention for the food and beverage multinational, these valuable metrics will allow you to optimize your digital performance for future campaigns.
The Attention is he new paradigm in digital marketingAs it can predict outcomes three more times efficiently than viewability, as reflected in the study Attention Economy of dentsu. By helping the brands To be more effective in their media planningAttention should result in greater media efficiency, best results for advertisers and additional benefits such as a lower power consumption.
“It’s great that Kraft Heinz and dentsu have adopted the Care Program so quickly after it was launched. This shows that leading global brands are looking to dig deeper into their digital metrics to drive greater effectiveness and efficiency. This alliance between advertiser, agency and technology platform will lead to new learnings as we move forward together to keep campaign measurement at scale always on, said Caroline Hugonenc, Global SVP of Research & Insights at Teads. .
“Care has always been key for KHC, as we really see the opportunity in measuring Care at scale. Our goal is to be at the forefront of our industry. We see Attention as a shared metric to drive both media effectiveness and creative performance. More accurate and transparent success measurement is very important to us, and we are very excited to implement it in live campaigns with Teads together with our Carat and dentsu teams,” said Nendra van Wielink-Mohamed, Associate Director of Global Media. by The Kraft Heinz Company
For her part, Joanne Leong, Senior VP of Global Media Partnerships at dentsu International added: “The Attention Economy initiative continues to be fundamental and pioneering work for the media industry.” “It’s exciting to see the Teads Care Program translate the years of research we’ve done, from lab stages to live campaign measurement. This provides the opportunity to optimize towards Care in live campaigns while helping to refine and drive a more nuanced understanding of Care across different brands, categories and business outcomes. As our understanding becomes more sophisticated we are one step closer to having attention commercial metrics, something that would benefit the entire media ecosystem.”