Brands and agencies can now activate Attention end-to-end with Teads’ curated high-attention PMPs, now available in Teads Ad Manager
Premium and brand-safe digital inventory scores 31% higher than Adelaide’s Teads AU benchmarks on average
NEW YORK – August 17, 2023: Teads, the global media platform, has announced a partnership with Adelaide to launch high-attention omnichannel private marketplaces (PMP). Fueled by Adelaide’s AU, a leading attention metric proven to forecast advertising impact, Teads’ high-attention PMPs chart a clear path to superior outcomes for advertisers through end-to-end attention activation. With the addition of Teads’ high attention PMPs, Teads now offers self-serve and managed solutions via both third party DSPs and Teads Ad Manager to become an all-in-one solution for attention measurement, optimization, and activation, available to brands in their preferred activation method. Advertisers can access Teads’ brand-safe, high-attention inventory for digital and Connected TV (CTV) alongside advanced targeting capabilities and granular attention reporting. The high-attention PMPs will include premium placements with an average attention score 31% higher than Adelaide’s Teads AU benchmarks.
Since launching the Teads Attention Program just over a year ago, Adelaide has measured AU across more than 9.3 billion Teads impressions, 65 advertiser campaigns, 22 ad formats, and well over 20,000 domains, demonstrating the relationship between AU and full-funnel outcomes measured by third-party brand measurement partners. To date, dozens of Teads’ clients globally have proven that high-AU media drives better results, including:
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- 32.7% increase in Familiarity and 12.5% higher Unaided Awareness for a multinational hospitality company. By applying a minimum AU threshold, client would improve overall campaign performance by 31%
- 13.15% increase in Favorability for a global dairy company
- 41.6% higher Store Visitation Rate for a national clothing retailer. By applying an AU threshold of 30 AUs, client would drive significant brand lift, including 54.5% higher Unaided Awareness
- 455.6% higher Site Visits and 110.8% higher Checkout Actions for a global streaming company
- 8x higher In-Store Visits resulting in a 74% higher Conversion Rate for a national fast-food chain Applying an AU minimum threshold could improve overall campaign performance by 67%.
Advertisers will gain exclusive access to Teads’ high-attention marketplaces across major DSPs, including Google Display & Video 360, The Trade Desk, and Yahoo, while leveraging Teads’ cookieless audience solutions, contextual targeting, and frequency capping capabilities. Teads will better inform the impacts of high-attention media on outcomes, developing an optimal approach to programmatic media buying.
Monique Pintarelli, President, North America, Teads said: “In partnership with Adelaide, we intend to discover the relative impact of activating around high attention to drive outcomes and provide comparison to a standardized way of buying. We see this launch as a tremendous opportunity to correlate high attention PMPs with brand lift in a highly scalable, brand-safe, and premium environment that can seamlessly pair with creative optimized for attention.”
Marc Guldimann, CEO & Founder, Adelaide said: “We’ve consistently proven that Teads’ high-AU curated inventory drives better performance across a range of outcomes and verticals. Now, Teads’ high-attention PMPs enable advertisers to prioritize high-quality media right out of the gate and achieve better results with little to no friction. We’re thrilled to equip Teads clients with an outcome-based metric that directly translates to tangible, business impact and look forward to continuing to innovate with our partners at Teads.”
Adelaide’s proprietary AU (Attention Unit) is an omnichannel media quality metric that predicts a placement’s probability of attention and subsequent impact. AU is generated by a machine learning algorithm trained to proxy full-funnel business outcomes from awareness to sales.
Mike Bregman, Chief Activation Officer, Havas Media Group said: “We’re excited to put our learnings into action with Teads and Adelaide. These High Attention PMPs will create greater efficiencies for our clients’ campaigns allowing us to deliver more impactful experiences and business outcomes for brands.”
Teads’ High Attention PMP launch with Adelaide is the latest advancement in Teads’ increased focus on action, driven by Attention Measurement, and mission to help companies to leverage attention for improved brand lift and outcomes across the funnel. The launch comes on the heels of Teads recently announcing the release of attention metrics in Teads Ad Manager, establishing itself as the leading global end-to-end platform with the largest database of attention insights in the world. Teads, together with Adelaide’s attention-based media quality measurement among other outcome-based attention partners, also recently validated the four drivers of attention—Quality of Media, Ad Experience, Relevance, and Creative—which have a relationship between in-market attention measures and campaign outcomes.
About Teads:
Teads operates a leading, cloud-based, omnichannel platform that enables programmatic digital advertising across a global ecosystem of quality digital media. As an end-to-end solution, Teads’ modular platform allows partners to leverage buy-side, sell-side, creative, data and AI optimization technologies.
For advertisers and their agencies, Teads offers a single access point to buy the inventory of many of the world’s best publishers and content providers. Through exclusive global media partnerships, Teads enables advertisers and agencies to reach billions of unique monthly users in brand safe, responsible advertising environments, while improving the effectiveness and efficiency of digital ad transactions.
Teads partners with the leading marketers, agencies and publishers through a team of 1,200+ people in 50 offices across more than 30 countries.
About Adelaide:
Adelaide is the leader in the rapidly growing field of attention-based media quality measurement. Adelaide’s metric, AU, helps advertisers make better media investment decisions. AU is an omnichannel metric that evaluates thousands of signals to predict attention and drive more efficient outcomes. Since 2019, Adelaide has enabled the world’s top brands to understand media quality across their entire media spend and uncover valuable optimization opportunities to reduce waste and drive better results. Named after the global epicenter of evidence-based marketing in southern Australia, Adelaide is headquartered in New York City. For more information, visit adelaidemetrics.com.