Teads, the global media platform, announced the Launch of Attention Metrics in Teads Ad Manager (TAM), its dynamic programmatic buying platform. This integration makes Teads on the first platform to natively incorporate Lumen Attention measurement and gives customers the ability to measure Attention in a similar way to how viewability is measured.
This integration comes one year after the launch of the Teads Care Program, the innovation incubator that has driven hundreds of trials with Lumen and other program partners. Adding Attention metrics to Teads Ad Manager provides advertisers with a ‘one-touch’ system to measure and optimize Attentionsimplifying a process that would otherwise be complex.
“With the launch of Attention metrics, Teads has established itself as the easiest to use and most widely used system of its kind worldwide. Now, self-serve clients using Teads Ad Manager can measure Attention on their campaigns with a single click and gain unprecedented performance insights by leveraging Lumen’s cutting-edge Attention models.”said Mike Follett, CEO of Lumen Research.
By clicking on the ‘Attention’ button in TAM, the Campaigns are automatically tagged with the Lumen tag, giving advertisers valuable insights into the amount of Attention captured by their adsmaking it possible for identify Attention triggersoptimize your campaigns and get remarkable results. Being cookieless, these metrics offer sustainability and simplicity, while providing a scalable solution to measure ad effectiveness. Since its launch, the TAM customers have massively adopted itand the Lumen Attention measure was used in 20% of their activities in TAM.
“Attention metrics are a key inflection point in more performance-oriented media planning, and represent the next step for brands looking for even clearer insight into where to focus their media spend. The introduction to Teads Attention metrics provides an unprecedented ease in gaining deeper insights into our audiences, allowing us to generate greater audience engagement and leverage those invaluable insights to create compelling content that captivates and connects. ”said Damien Prybis, Head of Digital Trading at OMD France.
With 1,236 active agencies and 3,349 active advertisers in 74 Markets, Teads has established itself as the leading comprehensive global platformwith the largest database of insights of attention of the world. Currently, billions of impressions are reported and tagged, all backed by the unmatched scale and the Easy to use offered by Teads Ad Manager.
This was directly reflected in the commercial results, among which those obtained by a recent campaign in which a brand achieved significant success stand out. by strategically leveraging high-attention media across all channels, which resulted in a 42% increase compared to Teads benchmarks of store visits, highlighting the impact of Teads’ vast collection of Attention insights. In this sense, Teads continues to raise the bar for excellence in implementing for customers and partners, by continuing to explore new ways to make campaigns generate achievable business results.
“Utilizing the largest database of cases combining Care and live campaign results, Teads created an experience that allows customers to easily link Care with results. The integration with Lumen is unmatched, the deepest and easiest to use, and has generated the largest dataset of its kind in the world. We are proud of the huge milestones we have achieved, we have added 103 advertisers and executed more than 200 campaigns since the launch of TAM, and this is just the beginning”said Caroline Hugonenc, Teads’ Senior VP of Research & Insights.