Teads Nespresso campaign with top attention rate

This KPI not only outperforms the usual industry benchmarks, but also proves highly informative when looking at market penetration.

The use case, carried out in collaboration with the multinational data technology company LUMEN, recorded the performance of three video formats (landscape, square and vertical). On the one hand, quantitative KPIs were measured (including ad format, screen area, total advertising volume, etc.). Qualitative measurements were also included in the analysis. These included the time spent on the screen (eyes-on-dwell time) and the view rate, from which the APM (attention-per-mille), the average attention in seconds per 1,000 impressions, was derived.

The Nespresso campaign is characterized by a very high attention rate across all formats, which even exceeds the usual industry benchmarks of Lumen "LAMP" and Teads. When looking at the details, the Square format and the Vertical format are particularly convincing. With an APM score of well over 2,000, they leave the Lumen "LAMP" benchmark (599) far behind.

The high attention values are also reflected in the market penetration. To generate the most meaningful results possible, an A/B test was conducted in Switzerland. Test group A consisted of people who were shown the commercials in a natural environment, while control group B had no contact with the commercials during the survey. The test results confirmed an increase in brand value among the test group, in some cases by up to over 60 percent. In addition, the study attested to a 12 percent increase in Nespresso's purchase intention and a 16 percent increase in brand trust. In this context, consumers were most convinced by the InRead Landscape.

"Customers expect their service providers to provide advertising that triggers the greatest possible response from consumers. The main focus here is on how to reduce the overall volume of digital advertising through less misplaced advertising and better quality, more creative and attention-grabbing advertising. The answer is: through AI. In this way, we make digital advertising de facto smarter and achieve higher attention levels through targeted playout with premium publishers. This makes advertising more efficient overall and therefore more successful," says Elba Ferreiro, Brand Communication Manager at Nespresso.

Here is the link to two campaign demos: Demo 1 |Demo 2