CTV Attention Measurement: Teads and Lumen Research Collaborate on Measurement
Teads is expanding its partnership with Lumen Research and integrating CTV attention measurement into Teads Ad Manager—enabling cross-channel evaluation of advertising impact on the big screen.
CTV Attention Measurement Now Available in Teads Ad Manager
Teads, the omnichannel outcomes platform, and technology company Lumen Research are expanding their existing partnership: CTV attention measurement will now be available in Teads Ad Manager—initially for the HomeScreen placement, for both managed and self-serve campaigns in EMEA, the U.S., APAC, and LATAM. The integration is based on an industry-first CTV home screen attention prediction model from Lumen, which was developed in collaboration with Teads based on MediaMento research.
Growing Demand for Measuring CTV Effectiveness
The background: Connected TV is gaining importance as an advertising channel, but measuring its effectiveness remains a challenge. According to Dentsu’s study «The Brand Reset,» CTV achieves a long-term revenue lift of 3.2 percent—a figure that approaches that of linear TV. Nevertheless, 49 percent of marketers say they still have difficulty measuring the effectiveness of CTV. This is precisely where the expanded collaboration between Teads and Lumen Research comes in: It aims to provide advertisers with more meaningful insights, better reflect media quality, and put investment decisions on a more solid footing.
Lumen uses proprietary data based on real-world eye-tracking to develop attention models that predict how people perceive ads across various channels, formats, and devices—and for how long. When applied to Teads’ premium inventory, this provides advertisers with clear insights into their target audience’s engagement.
«Attention is increasingly becoming an important quality metric in advertising because it helps marketers better understand the relationship between exposure and impact,» says Caroline Hugonenc, SVP of Data & Insights at Teads. According to Hugonenc, the joint expansion of the CTV attention offering with Lumen will provide advertisers with stronger signals to evaluate campaign effectiveness and optimize campaigns with greater confidence.
Mike Follett, CEO of Lumen Research, adds: «As the streaming market continues to evolve, advertisers need more precise ways to understand how audiences interact with their ads on the big screen. Expanding our partnership with Teads creates exactly this transparency for premium CTV environments and adds a valuable new layer of measurement, enabling advertisers to make more effective media investment decisions.»
High Attention Metrics for CTV Home Screen Campaigns
According to Teads, its CTV HomeScreen campaigns are already showing strong engagement: On average, they achieve around 5,300 Attention Per Mille (APM)—173 percent more than outstream video and 114 percent more than YouTube. This underscores the format’s ability to capture and retain viewers’ attention in high-impact environments.
Specifically, the integration is expected to offer advertisers three benefits: deeper insight into their target audience’s engagement, with greater visibility into how campaigns perform on CTV; more reliable measurement, by linking premium reach to quality and effectiveness signals; and a stronger foundation for planning and optimization, enabling more informed decisions regarding media, creative, and results.
CTV attention measurement for the home screen is now available worldwide in Teads Ad Manager; in-stream measurement is expected to follow later this quarter.
For more information about Teads and CTV attention measurement: https://www.teads.com
