Top brands, agencies & marketing leaders converge at India International Brand Summit 2023

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by Lindsey Francy Jun 5, 2023 News
Top brands, agencies & marketing leaders converge at India International Brand Summit 2023

Teads has released the findings of its recent attention meta-analysis, which has proven the practicality of attention as a new measurement metric, and underscored actionable ways for companies to leverage attention for improved brand lift and campaign outcomes.

Teads was able to identify the four drivers of attention through research with major holding companies and provide insights into each of them.

According to multiple measurement sources, quality Teads content drives attention levels at least three times higher than Facebook. Teads' premium ad formats deliver attention comparable to YouTube, with a 15% higher average time per thousand impressions compared to the December 2022, benchmark, while being better perceived and more efficient.

Teads extended beyond digital media by measuring CTV in an omni-channel campaign. Teads found a 22% lift in attention compared to the digital only benchmark. By using high attention media across all channels, a brand was able to drive 42% stronger lifts against Teads in store visits.

Teads' research shows that the four drivers of attention have a relationship between in-market attention measures and campaign outcomes across different measurement partners.

OMD Worldwide's Managing Director said that attention has always been core to effective communication. Over the years, we have focused on how we can effectively manage optimal delivery of the required attention. We have created a framework of attention parameters tailored to each brief with tools to maximize decisions across planning, placement and creative execution Our deep involvement with the Teads Attention Program supports that understanding.

The adaptation of the creative to the platform and relevance of the placement and context further enhances attention levels, with early studies showing a 20% increase in attention across the flight of a campaign.

The Spring ’23 Supreme moisturizer campaign was a success because of the help of Teads' team of experts. Teads was able to give us valuable consumer testing data and fine-tuned deliverables for our markets.

Teads is focused on developing insight in three areas: how to maximize attention on the TV screen, the intersection of context and attention as a component of measurement and planning in a cookieless world, and activation opportunities

The findings from the initial attention pilots with Teads conducted in the UK and Germany inspired further roll out of attention measurement product to multiple markets. We have an opportunity to reduce the amount of digital buying that goes to waste. We encourage markets to participate in the phased approach to testing and evaluating the attention metric.

Teads is enabling clients to test, learn and measure outcomes related to attention on live campaigns. We have seen clients embrace attention and build a competitive advantage as they align with a standard definition of attention as a metric. We will continue to innovate on the measurement solutions that we are proposing but also on the integration of attention metrics in the planning stage.

The full report can be downloaded.