Teads Achieves Breakthrough Results in Cross-Channel Attention Study, Delivering 8x More Attention than a Social Media platform for Corega in CEE
Teads is excited to announce outstanding results from a recent cross-platform attention measurement study done in CEE for Haleon’s Corega Quantum brand. This work serves as a testament of the growing importance of precise attention measurement and digital optimizations, in a world where advertising content is fighting to secure users’ attention and drive memorability.
The methodology? The media agency team leveraged Teads’ native integration with Lumen’s predictive-algorithm (LAMP) to measure users’ Attention comparatively in Teads vs. two leading social media platforms used by the brand as part of their digital campaign activation.
Here are the key findings:
- Teads delivered 8x more attention compared to the Social Media Platform 1 and parity performance vs. the Social Media Platform 2. Moreover, Teads over-performed the Platform 2 on Dwell time and generated over 2x higher view rate vs. the Platform 1.
- Similarly, from an efficiency point of view, the cost per ‘000 attentive seconds (aCPM), places Teads in between the two social media platforms tested.
These findings reaffirm Teads’ dedication to innovation and leadership in digital advertising, offering our clients and media partners essential tools to navigate the complexities of the modern advertising landscape. By prioritizing attention as a key metric, we are at the forefront of fostering a more impactful and efficient digital marketing ecosystem.
Teads transform the way we perceive the effectiveness of online advertising. Beyond AI, the attention trend is the most crucial aspect we’ve been observing lately. Thanks to such research, we have the opportunity to compare media not only in terms of cost but also in users’ engagement, ensuring a significantly higher level of attention. This is not just a paradigm shift, but the beginning of a revolution in measuring the effectiveness of digital marketing – said Agata Czech, Digital Director CEE at Haleon.
Katarzyna Kabiesz, Insights Director CEE at Teads added: “Leveraging our strategic partnership with Lumen Research and unique technology that measures the attention factor in campaigns in real time allows our clients to easily and quickly measure and compare the level of user attention achieved on different media platforms. As a result, this solution opens up tremendous opportunities to optimize and manage the performance of online campaigns for our clients and media agency partners.”
About Haleon
Haleon (LSE / NYSE: HLN) is a global leader in consumer health, with a purpose to deliver better everyday health with humanity. Haleon’s product portfolio spans five major categories – Oral Health, Pain Relief, Respiratory Health, Digestive Health and Other, and Vitamins, Minerals and Supplements (VMS). Its long-standing brands – such as Advil, Sensodyne, Panadol, Voltaren, Theraflu, Otrivin, Polident, Parodontax and Centrum – are built on trusted science, innovation and deep human understanding. For more information, please visit www.haleon.com.
About 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.
