Teads, the global media platform, today presented the findings of its latest meta-analysis of Attention, which has further demonstrated the practicality of Attention as a new measurement metric, while also highlighting concrete ways for companies to benefit from Attention when it comes to improving the brand impact and the results of the campaigns throughout 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 quality premium publishers such as Condé Nast and news publishers outperform Attention metrics, and that Teads’ quality content is capable of generating Attention levels at least three times higher than Facebook, according to multiple sources. measurement. Additionally, Teads premium ad formats deliver Attention comparable to YouTube, with a 15% higher APM (seconds of attention per 1,000 impressions) target compared to the Lumen December 2022 benchmark, as well as being better. perceived and more efficient.
The Teads study revealed that all four drivers of Attention have a validated relationship between Attention measures in the market and campaign results, across different measurement partners and different verticals, and that maximizing Attention can generate greater profit. brand impact.
Jean-Paul Edwards, Managing Director, Product, OMD Worldwide said: “Care has always been central to effective communication. At OMG, we have focused for several years on how to effectively manage the optimal delivery of care required for any brief.Based on numerous attention testing programs, we’ve created a custom benchmark framework 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 increased attention to deliver stronger brand metrics and better sales results.”
Lastly, there is significant scope for optimization in both media and creative to increase reach and time to care, indicating that tailoring creative to platform and relevance to location and context further improves. plus Attention levels, with 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 Teads’ team of experts, our Spring 2023 Supreme Moisturizer campaign had a successful strategy by leveraging existing campaign assets and conveying our narrative based on new consumer insights in a much more impactful and measurable way. 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 to maximize Attention on the TV screen, the intersection of context and Attention as a measurement component, and planning. in a world without cookies and activation opportunities; particularly around the development of products that guarantee efficient campaigns and high attention rates that provide results in 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: “The 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 markets. We see a valuable opportunity to reduce waste in digital purchases and ensure we reach people and not just devices.As we move through the different stages of our incremental approach to testing and evaluating the care metric, we urge enthusiastically encourage markets to consider their participation, 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 have seen customers embrace care and build competitive advantage as the industry aligns around a standard definition of care as a metric.To support them on their journey, we will continue to innovate measurement solutions. that we propose, as well as in the integration of care metrics in the activation and planning stage”.
