They said it was the largest study to combine third-party attention with brand lift metrics, and that the report further fuels attention measurement as a catalyst for effective media spend while minimising wastage.
Teads, Lumen attention report
Since last year, Teads and Lumen have collaborated to expand attention measurement research and deliver consistent data for advertisers seeking to embrace attention-based metrics.
In tandem with measurements from the Lumen Attention Measurement Platform (LAMP) and Dynata, the meta-analysis revealed branding outcome metrics with a high level of transparency from two independent third-party measurement providers.
Unveiling the Connection yielded three significant learnings – the first of which demonstrated there is a clear and direct correlation between attention and brand outcomes.
Results became more impactful with longer engagement durations, with high attention yielding a consistent improvement across the entire funnel, including mid- and low-funnel metrics with longer dwell times.
The positive impact of attention on lower funnel objectives yielded a 30% lift from exposures of 10+ seconds.
Caroline Hugonenc, Senior Vice President, Research & Insights at Teads, said: “Our meta-analysis with Lumen marks an important milestone that examines a diverse range of brand outcome metrics with attention metrics from LAMP.
“These insights are the latest examples supporting attention as a more powerful driver of outcomes compared to viewability.”
The second observation illustrated the need to prioritise attention to generate substantial differences in lower funnel metrics, shown by 9+ and 8+ attentive seconds required, respectively, for significant impact around consideration and purchase intent.
Online Ad Recall had also shown to be predictive of lower funnel metrics, highlighting the significance of the upper funnel as a foundation in driving shifts further down the funnel.
Ben Flux, Group Investment Director, Starcom, said “In the initial stages of attention measurement, clients would be wowed by a total amount of attention a campaign had driven without little indication as to what it actually meant.
“A focus on how to tangibly use attention was very much needed. To develop a more strategic approach, understanding the sufficient level of attention needed to drive an outcome is pivotal.
“This study gives us a much more real use of attention and enables a far more strategic and logical approach to activation.”
Mike Follett, CEO at Lumen, said: “This is a landmark study that can help establish best practices for attention-first advertising, showing why context, creative and time spent with an ad are directly correlated with engagement and conversion.”
“Whilst this latest report with Teads definitively proves that time viewed is one of the central and most important metrics for attention data when it comes to proving outcomes, we can also clearly see that attention is a complex topic that requires sophisticated modelling and media planning to drive brand growth.”
The companies said the report further solidified attention as a much stronger predictor than viewability for delivering business outcomes, aligning with previous studies and highlighting the holistic value of attention metrics.
Attention is more likely to yield significant results, both for Online Ad Recall and lower funnel measures such as Spontaneous Brand Awareness, where attention outperforms viewability in both scenarios.
Teads’ and Lumen’s brand lift meta-analysis comprised of a select sample of 16 campaigns involving 14 advertisers.
Studies were conducted across North America, APAC, and EMEA, and encompassed various brands across categories such as global CPG, retail, financial services, travel, charity, fashion, and electronics.