Teads and Lumen Research Expand Attention Measurement into CTV for Omnichannel Advertising

Teads and Lumen Research have strengthened their alliance by incorporating attention metrics in connected TV (CTV). The joint venture sees the incorporation of Lumen’s attention science and eye tracking capability into the CTV service offered by Teads, which will enable advertisers to assess the effectiveness of their campaigns through omnichannel media channels. By integrating both services, Teads will obtain unique access to Lumen’s CTV HomeScreen attention metric for major markets such as the US, EMEA, APAC, and LATAM regions. The project is aimed at addressing the need among advertisers for more credible performance indicators in CTV because traditional measurement models fail to measure audience engagement.

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By utilizing predictive models based on actual eye tracking data, Teads provides brands the ability to evaluate ad effectiveness, improve their creative strategy, and make better decisions for media investments. Moreover, Teads shared how their CTV HomeScreen campaign format has generated much higher levels of attention than outstream video and even YouTube placements. In summary, the collaboration highlights how advertisers across the industry are moving towards an attention measurement paradigm due to their increasing emphasis on results-driven cross-screen advertising approaches.

Read Complete Post: Teads and Lumen Research Bring Proven Attention Science to CTV