This content was created by an IAB UK member
Members of IAB UK can contribute to the Member Vault. Log in to submit your content.
Teads and Lumen's whitepaper is the largest global meta-analysis of combined third-party attention and brand lift metrics
Key findings include:
- Attention is an important driver of brand success, as a strong correlation exists between attention and positive brand outcomes. The longer people engage with ads, the more impactful the results become
- Online Ad Recall only requires 100ms (of attentive seconds) to drive a significant impact, but to make a significant impact on deeper funnel objectives like Purchase Intent, greater attention is required
- Attention outperforms viewability as a predictor of outcomes, aligning with multiple previous studies and highlighting the value of attention metrics in guiding advertisers towards improved outcomes
By Phil Sumner, VP Research Operations, Teads & Erik Bogsnes, Lead Attention Consultant, Lumen
Teads
Teads operates a leading, cloud-based, omnichannel platform that enables programmatic digital advertising across a global ecosystem of quality digital media. As an end-to-end solution, Teads’ modular platform allows partners to leverage buy-side, sell-side, creative, data and AI optimization technologies.
For advertisers and their agencies, Teads offers a single access point to buy the inventory of many of the world’s best publishers and content providers. Through exclusive global media partnerships, Teads enables advertisers and agencies to reach billions of unique monthly users in brand safe, responsible advertising environments, while improving the effectiveness and efficiency of digital ad transactions.
Teads partners with the leading marketers, agencies and publishers through a team of 1,200+ people in 50 offices across more than 30 countries.