Success Story

Client

Mapping the Flight of Attention from Awareness to Intent for KLM

+4.5%

Attention (APM) vs. benchmark

+26%

Brand awareness vs. control

+14%

Favorability vs. control

+11%

Purchase intent vs. control

Industry

Travel

Business Type

Advertisers

Outcomes

Awareness, Favorability, Purchase Intent

Region

EMEA

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The Challenge

KLM launched a multi-market campaign across the UK, US, and Germany to evaluate the impact of attention on brand equity. The primary objective was to measure the effectiveness of high-attention video in lifting awareness, favorability, and familiarity, while benchmarking the open web alongside the brand’s existing video strategies.

The Solution

A Lumen study was deployed to define the optimal attention points needed to drive brand lift – comparing KLM’s video asset on Teads’ inRead video against social video platforms. Both Teads and social video were highly effective at capturing attention, matching or exceeding the critical one-to-two-second attention threshold required to drive meaningful brand outcomes. While social video formats leveraged sound and voice overs to support efficient message recognition and ad recall, Teads delivered exceptional view times and APM that outperformed the cross-media video benchmark.

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