Known as an “omnichannel outcomes platform” by those in the television industry, Teads is now bridging what it believes is a media measurement gap by scaling an existing partnership with Lumen into the Connected TV space.
Building on its attention capabilities in Teads Ad Manager, the wider pact with global attention firm Lumen Research brings to live attention measurement across HomeScreen placement across the U.S., Latin America, Europe and the Middle East, and the Asia-Pacific regions.
The announcement comes as advertisers look for stronger ways to evaluate Connected TV, Teads says. In Dentsu’s The Brand Reset study, Connected TV delivered 3.2% long-term sales lift, approaching linear TV. Yet 49% of marketers said they still struggle to assess its effectiveness, driving demand for signals that better reflect media quality and inform investment decisions.
Lumen uses proprietary real-world eye-tracking consented data to create attention models that are designed to predict how people look at ads across different channels, formats, devices and for how long. Applied to Teads’ premium inventory, this gives advertisers “a clear view of engagement to inform media decisions and creative strategy,” the company believes.
The integration is supported by a Connected TV HomeScreen attention prediction model from Lumen, built on MediaMento research conducted with Teads.
“Attention is becoming an increasingly important signal of advertising quality because it helps marketers better understand the relationship between exposure and outcomes,” said Caroline Hugonenc, Sr. VP of Data & Insights at Teads. “By expanding our CTV attention offering with Lumen, we’re giving advertisers stronger signals to assess campaign effectiveness and optimize with greater confidence.”
Mike Follett, CEO at Lumen Research, added, “As the streaming space continues to evolve,
advertisers need more precise ways to understand how audiences engage with their ads on the big screen. The expansion of our partnership with Teads helps bring that visibility to
premium Connected TV environments and adds a valuable new layer of measurement, empowering advertisers to make more effective media investment decisions.”
Attention measurement for Connected TV HomeScreen is available now globally in Teads Ad Manager for managed and self-serve campaigns, with InStream measurement to follow later this quarter.
