Teads omnichannel launches attention programs to take attention measurements forward

The global media platform TIDS has launched the TIDS Attention Program to strengthen its position in the attention measurement sector.

The program will equip brands with the best multi-screen reporting of attention metrics in Tides Ad Manager. By integrating Teads ‘global scale and industry-leading attention measurement partners between quality publishers and connected TV providers, this pioneering program will accelerate the understanding of media buyers and media owners’ attention to allow them to plan, buy, optimize and report on attention. Ultimately to drive better returns on media investment for the brand.

Concentration has been shown to be three times more effective in predicting results than visibility with key drivers identified as creative, media quality, relevance and advertising experience. As digital investments are fluidly allocated across channels, brands are looking for better ways to measure this new metric on each screen.

Caroline Hugonenk, SVP Research and Insights at Tides, said: “We are proud to be able to manage the evolution of attention span by launching our focus program because we know that focus has a different impact on a brand’s business as a result of promotion and consequence.

“This is a huge step forward for the industry, and we will continue to work with all of our publishers, agencies and advertiser partners on how to work with this new metric and align it with their business goals.”

Now, with Adelaide and Realeyes, it will be possible to measure omnichannel concentration with the help of Teads. With over 2,000 creative measurements, Teads’ long-lasting facial coding measurements with Realeyes means the platform can integrate both creative and media quality metrics from Adelaide to provide sophisticated solutions for brands. This partnership will enable brands to pre-test creatively by screen type to capture levels of focus before the campaign launches. Advertisers can use these integrated focus insights to optimize live campaigns, connecting the right creators to the right screen, resulting in greater impact, higher results and increased efficiency.

Mark Goldman, co-founder and CEO of Adelaide, said: “We are excited to partner with Teads to establish a global focus metric for better planning, optimization and, most importantly, advertiser results. “Their work exemplifies Tides’ rigorous approach to the attention metrics to understand the nuances of how media and creativity affect attention.”

Also, Teads is now building new foundations in partnership with Lumen by offering Native Reporting of Attention Metrics in Teads Ad Manager, with contextual creative testing tools that allow advertisers to optimize their resources. This is the first time a third-party affiliate company has merged with a technology platform, enabling brands to report more accurately and accurately on the level of attention their ads received for a promotion. By combining lumen focus data with Brand Pulse, Teeds’ in-house brand lift solution, Teads will be able to advise brands about the level of attention needed for a particular campaign.

Mike Follett, MD, Lumen Research, says: “We are really excited to expand our relationship with the TIDS team. Tides and Lumen have led debates around the focus economy, so it’s great to see how early research projects have now become business tools. ”

By partnering with leading attention measurement vendors, Lumen and Adelaide, and advertising-testing leader Realeyes, Teads is building a powerful tool that enables brands to drive greater media effectiveness and business results. As the program evolves, TIDS will integrate additional partners and capabilities.

Mihkel Jääätma, co-founder and CEO, Realeyes, said: “We look forward to expanding our long-term partnerships with TIDS and other top-tier partners to advance the adoption metrics of the booming advertising industry.

“The advertising industry is moving from tons to quality, combining metrics of creative and media focus to create smart decisions, drive higher ROI and create a better consumer experience.”

Leading global brands are personally interested in hearing discussions on topics like this? Learn more about the Digital Marketing World Forum (#DMWF) Europe, London, North America and Singapore.

Tags: Attention, Customer, Omnichannel

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