Teads, Dentsu International and The Kraft Heinz Company Launch Partnership in Attention Measurement Area | Teads Press Release

Teads has announced a partnership with The Kraft Heinz Company (KHC) and Dentsu International Group’s Carat to participate in the Teads Attention Program.
This initiative measures attention using a method developed for Dentsu International by Lumen.

KHC, a global company specializing in food and beverages, will start this initiative in July 2022 and will not only receive data and insights, but also measure the performance of its campaigns against this new digital marketing metric of attention. can also be optimized.

Attention is the next metric in digital marketing. Attention with Dentsu International
As shown by the Economy Project*1, when comparing a typical MPU ad (300×250 pixels) with Teads’ inRead format, creatives produced in our inRead format also gained three times more attention. It is
Incorporating and visualizing attention metrics can help brands do more effective media planning. The result, Teads believes, is a wide range of benefits, from improved media efficiency, better results, and even reduced energy consumption.

SVP, Global Research & Insights, TeadsCaroline Hugonenc(Carolyn Jugonen)
He said:
“This partnership is a necessary effort by the world’s leading brands to improve the effectiveness and efficiency of digital metrics.As a tripartite agreement between advertisers, agencies and technology platforms, the Teads Attention Program is a We would like to continue our research so that we can swiftly capture the knowledge that can be obtained in this way, and use it in the measurement of even larger-scale advertising campaigns such as Always On advertising campaigns.”

Associate Director of Global Media at The Kraft Heinz Company,
Nendra van Wielink-Mohamed(Nendra van Wielinkmohamed) commented as follows:
“We believe attention is the metric we need to drive media effectiveness and creative performance. We are very much looking forward to working with the teams at Carat and Dentsu International on this Teads campaign.”

SVP of Global Media Partnerships at Dentsu International,
Joanne Leong commented:
“The great thing about the Teads Attention Program is that we have partnered with Lumen to centralize and measure attention metrics from pre-campaign to post-campaign. We believe it will also help us open up and recognize the impact that attention has had on different brands, categories, and business outcomes.As our understanding grows, it will benefit the entire media ecosystem. I hope that the metric of attention, which brings

*1 Dentsu Attention Economy Survey
https://www.teads.com/ja/the-attention-economy/
*2 Global reach data as of September 2021

Teads is a global company with over 1,200 staff in 50 offices in 30 countries.
We operate a cutting-edge, cloud-based, end-to-end technology platform called inRead that delivers programmatic digital advertising within quality articles and content from the world’s top publishers. The Teads platform enables the delivery of viewable and interactive ad creatives in a brand-safe, safe and secure advertising environment.
Our monthly global reach reaches 1.9 billion*2, and in Japan we have partnered with more than 450 premium media to build a network of 5.5 billion monthly impressions.
For advertisers and agencies, we provide a single-access place (Self-Serving Advertising Platform (Teads Ad Manager)) to purchase advertising space in articles of desktop and mobile inventory of premium publishers who have direct contracts with global partnerships. I’m here.
For publishers, Teads For Publishers (TFP), an in-house advertising production and distribution platform equipped with the creative production tool Teads Studio, is being widely deployed globally, including in Japan.
URL:https://www.teads.com/en/ FB: facebook.com/teadsjapan