Success Story

Client

Lay's and Teads: The 10x Attention Advantage to Drive Awareness

+18%

APM vs. PepsiCo benchmark

10x

APM vs. social media platforms

+11.6%

Brand awareness

+59%

Action intent

Industry

CPG

Business Type

Advertisers, Large Business

Outcomes

Awareness

Region

EMEA

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The Challenge

Lay’s set out to make its new 7 Baked Spices a household name in Turkey. In collaboration with OMD, the goal was to drive brand awareness with attention as the north-star KPI. To inform Lay’s future media strategy, Teads offered to measure attention across all channels.

The Solution

A Lumen cross-platform study analyzed how effectively partners delivered on key metrics – primarily Attentive Seconds Per 1,000 Impressions (APM) to benchmark performance. Teads proved to be a standout with 10x higher APM versus social media platforms.

With creative a key driver toward sustained attention, Teads had optimized Lay’s creative toolkit, including a mix of interactive display and video assets.

A Teads Brand Pulse study showed how the campaign tied back to brand outcomes, confirming that attention – through creative excellence in premium environments – positively influences awareness and consideration.

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