Meta-analysis by Teads shows direct correlation between attention and brand perception

Since 2022, Teads and Lumen have been collaborating on research to improve attention measurement to provide consistent data to advertisers. Combined with measurements from the Lumen Attention Measurement Platform (LAMP) and Dynata, the meta-analysis provides transparent brand perception metrics from two independent third-party providers.

Three key findings

First, the analysis shows a clear and direct correlation between the attention generated by an advertising medium and brand perception. As the duration of engagement with the ad increases, the results become more effective. High attention drives consistent improvement across the entire funnel, including metrics in the middle and lower funnels with longer dwell times. Optimizing for Attention increases the number of ads that have a dwell time of 10 seconds or more by 30 percent.

"In the early stages of attention measurement, clients were excited about the overall attention a campaign was achieving without knowing what that actually meant. There was an urgent need to explore how attention could be used in a tangible way," explains Ben Flux, Group Investment Director at Starcom. "To develop a more strategic approach, it's important to understand what level of attention is required to actually achieve a desired result. This study gives us a much more realistic use of attention and a much more strategic and logical approach to activating it."

The second finding underscores the need to prioritize Attention to create significant differences in Lower Funnel metrics. More than 9 and 8 seconds of attention, respectively, are required to have a significant impact on purchase consideration and purchase intent. Ad recall also proves predictive of Lower Funnel metrics, highlighting the importance of the Upper Funnel as a foundation for shifts further down the funnel.

"The results of the meta-analysis again highlight that attention is a much stronger driver of good results than viewability," commented Caroline Hugonenc, Senior Vice President, Research & Insights at Teads.

This is also shown by the third finding of the study: Attention enables a much stronger predictive power for achieving business results than viewability. Attention is more likely to lead to significant results, both in online ad recall and in lower funnel measurements such as spontaneous brand awareness. Attention outperforms viewability in both scenarios.

"The study can help establish best practices for attention-grabbing advertising and show why context, creative and time spent with an ad directly correlates with engagement and conversion," continued Lumen CEO Mike Follett. "This analysis with Teads proves that dwell time is one of the most central and important metrics for attention data when it comes to proving results. We can also clearly see that attention is a very complex topic that requires sophisticated modeling and media planning to ultimately strengthen the advertiser's brand."

The Meta-Analysis "Unveiling the Connection" by Teads and Lumen included a sample of 16 campaigns from 14 advertisers. The studies were conducted in North America, APAC and EMEA and included diverse brands in categories such as consumer goods, retail, financial services, travel, charity, fashion and electronics. The full report is available at the following Link.