Teads and Lumen Launch First-to-Market Attention Integration
NEW YORK, June 14, 2023 /PRNewswire/ — Teads, the global media platform, has announced the release of attention metrics in Teads Ad Manager (TAM), its dynamic programmatic buying platform. This integration makes Teads the first platform to embed Lumen’s attention measurement natively and gives clients the ability to measure attention similarly to how they measure viewability. This integration marks one year since the launch of Teads Attention Program, an incubator for innovation, which fueled hundreds of tests with Lumen and other partners in the program. The addition of attention metrics to Teads Ad Manager gives advertisers a one-touch system for measuring and optimizing attention, simplifying an otherwise complex process.
Mike Follett, Managing Director, Lumen Research said: “With the release of attention metrics, Teads has consolidated its position as the easiest, and most widely used system of its kind globally. Now self-serve clients using Teads Ad Manager can measure attention in their campaigns with one click, gaining unprecedented insights into performance by leveraging Lumen’s cutting-edge attention models.”
By clicking on the ‘attention’ button within TAM, campaigns are automatically tagged with the Lumen tag, giving advertisers valuable insights on the amount of attention received by their ads, and empowering them to identify the drivers of attention, optimize their campaigns and drive impactful results. These metrics also offer simplicity and sustainability, as they are inherently cookieless and provide a scalable solution for measuring ad effectiveness. Since the launch of our offering, there has been a significant adoption among TAM clients, with Lumen attention measurement being utilized by 20% of their activities on TAM.
Damien Prybis, Head of Digital Trading, OMD France said: “Attention metrics are a key turning point in a more performance driven media planning, and the next step forward for brands seeking an even more clear view on where they should focus their media investment. The introduction of Teads attention metrics brings unparalleled ease in gaining deeper insights into our audiences, enabling us to drive more audience engagement and leverage those invaluable learnings to craft compelling content that captivates and connects.”
With 1,236 active agencies and 3,349 active advertisers in 74 markets, Teads has established itself as the leading global end-to-end platform with the largest database of attention insights in the world. Currently, billions of impressions are reported and tagged, all supported by the unmatched scale and user-friendly features offered by Teads Ad Manager. This has translated directly into business results, such as a recent campaign in which a brand achieved remarkable success by strategically leveraging high-attention media across all channels, resulting in a remarkable 42% stronger lift compared to Teads’ in-store visitation benchmarks, highlighting the impact of Teads’ vast collection of attention insights. Teads is continuing to raise the bar on executional excellence for clients and partners, by continuing to explore new ways to make campaigns more actionable driving business results.
Caroline Hugonenc, Senior Vice President, Research & Insights, Teads said: “By utilizing the largest database of cases combining attention and outcomes on live campaigns, Teads has built an experience that allows clients to easily link attention to outcomes. The integration with Lumen is unparalleled – the deepest and easiest to use – and has produced the largest dataset of its kind in the world. We are proud of the monumental milestones we have achieved, with 103 advertisers onboarded and over 200 campaigns run since the launch of TAM, but this is only the beginning.”