Attention Program: Teads launches cooperation with KHC

In the current, saturated digital ecosystem, attention is a crucial factor. To capture consumer attention, creativity is key. A current Study Shows that advertisers can increase awareness of their ads by 49 percent by optimizing them for the environment they are in (Werbewoche.ch reported).

The "Teads Attention Program" is designed to enable brands to optimize multi-screen reporting of attention in Teads Ad Manager. By integrating Lumen and Adelaide, two attention measurement providers, as well as eye-tracking and neuromarketing study provider Realeyes, Teads is building a toolkit to enable advertisers to increase effectiveness and business success.

Investigations of Dentsu International have shown that measuring attention is three times better at predicting results than viewability. Gradually, then, attention is becoming more important. Advertisers are now able to overcome some of the key challenges they have had in terms of ad spend. But to do so, Teads says they need to evolve and prioritize attention metrics in terms of buying, planning as well as measuring campaigns.

Creativity as a driving force

Creativity is needed to attract and retain the attention of consumers. Its importance for digital advertising is indisputable. According to studies, there is a difference of up to 17 percent in brand recall between good and bad creations. It has also been shown that about two-thirds of media effectiveness depends on creativity.

Advertisers also need to consider the context of ads as well as creativity. Placing ads around relevant content increases awareness while providing a better overall experience for consumers.

Positive UX influences attention

The user experience of a website also has a significant impact on attention. Users are more receptive to ads that are presented in a high-quality, non-cluttered environment. A larger, better thought-out ad has a much more lasting effect on memory than several small ads.

Consumers welcome having their attention captured rather than being forced to consume advertising. Voluntarily consumed advertising has a more positive impact on brand loyalty metrics - regardless of how long the consumer watches the ad.

Cooperation between Teads, KHC and Dentsu International

Teads' cooperation with KHC and Dentsu International, launched by KHC media agency Carat, is to further develop the "Teads Attention Program"". To this end, Teads and Carat are using the attention model developed by Dentsu with Lumen to measure the attention of the advertising target group.

Over a six-month period, this will gather and document key insights and understandings about the drivers and metrics of awareness for KHC's products. These new metrics will enable KHC to better and more sustainably optimize digital performance for future campaigns.