Teads has expanded its partnership with Lumen Research to introduce advanced attention measurement capabilities across its connected TV (CTV) advertising offering. The move extends the companies’ long-standing collaboration in digital advertising into the rapidly growing CTV market.
Under the expanded agreement, Teads will gain exclusive access to Lumen’s CTV attention measurement capabilities for its HomeScreen advertising placement across the U.S., EMEA, APAC, and LATAM regions. The integration builds on Teads’ existing attention-based optimization tools available through Teads Ad Manager.
The announcement comes as advertisers increasingly seek more accurate ways to evaluate the effectiveness of CTV campaigns. Dentsu’s The Brand Reset study finds that the impact of connected TV advertising on longer-term sales is 3.2% increase, which is close to the effectiveness that is mainly attributed to linear television. However, half of the marketers polled admitted that they still struggle with measuring the performance of CTV, which explains the increasing demand for more sophisticated engagement and quality measurement metrics.
Lumen Research uses proprietary eye-tracking data gathered from users who have given their consent to help advertising companies predict consumer visual attention and engagement levels. This offer of the company extends to modeling the way consumers view ads in different formats, devices, and channels. Their technology also allows them to predict visual attention and engagement levels, which are the main parameters to understanding ad performance and media quality better.
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The collaboration with Teads’ premium CTV inventory combined with this technology allows advertisers not only to get more detailed information about audience attention but also about the results of their campaigns at a more granular level. The collaboration also introduces what the companies describe as an industry-first CTV HomeScreen attention prediction model developed by Lumen using MediaMento research conducted with Teads.
“Attention is becoming an increasingly important signal of advertising quality because it helps marketers better understand the relationship between exposure and outcomes,” said Caroline Hugonenc, SVP, Data & Insights at Teads. “By expanding our CTV attention offering with Lumen, we’re giving advertisers stronger signals to assess campaign effectiveness and optimize with greater confidence.”
Mike Follett, CEO at Lumen Research, said: “As the streaming space continues to evolve, advertisers need more precise ways to understand how audiences engage with their ads on the big screen. The expansion of our partnership with Teads helps bring that visibility to premium CTV environments and adds a valuable new layer of measurement, empowering advertisers to make more effective media investment decisions.”
Teads said that its CTV HomeScreen campaigns can boast of impact parameters, which is highly-engaging, along the lines of about 5,300 Attention Per Mille (APM). The company indicated that such a result is 173% greater than that of the outstream video advertising and 114% greater than YouTube, which underscores the importance of premium large-screen placements in holding viewer attention.
This strengthened collaboration enables advertisers to:
- Gain better audience engagement insight and campaign performance in CTV environments
- Have access to more reliable media measurement based on advertising quality and effectiveness
- Enhance media planning, creative strategy, and campaign results through better optimization
Partnering in this way encapsulates a more general move in the advertising sphere to attention-based measurement models as brands and agencies are increasingly moving beyond the counting of impressions and clicks to evaluating media performance in a much more effective way.