At the latest Teads Connects Turkey, Sükrü Ucar, Sales Director at Teads, joined Lara Anişoğlu, Digital Director at OMD Turkey, to discuss the evolving role of attention metrics in media strategy and campaign performance.
Lara shared how OMD integrates attention metrics into omni-channel strategies, addressing challenges such as data privacy and metric standardization. Together, they explored how these metrics are transforming media planning, optimizing spend, enhancing creative performance, and driving impactful results for brands.
Dive into the full interview below to uncover their insights!
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Sükrü Ucar, Teads: How has your agency incorporated attention metrics into your campaign strategies, and what impact has this had on your clients’ brand KPIs?
Lara Anişoğlu, OMD: OMD has been collaborating with multiple technology partners in various markets for over six years to conduct attention studies. In recent years, holistic and connected omni-channel planning centered around attention has become a cornerstone of our strategies. By utilizing our attention planning tools within Omni, we can conduct more comprehensive and effective analyses of data collected from various markets, platforms, and categories.
In the ever-evolving digital landscape, factors such as data privacy regulations and content abundance present both challenges and opportunities in the field of attention measurement. Local and global projects conducted with key partners like Lumen and Teads have significantly contributed to our work in this area.
In 2025, particularly global brands, will be focusing more on attention measurement in their planning and testing processes for the coming year. During the annual planning process, we conduct in-depth analyses of brands’ objectives and target audiences’ behaviors to define attention KPIs tailored to their needs. By exploring different scenarios, we develop the most effective media strategies.
Sükrü Ucar: What are your thoughts on the potential of using attention metrics to optimize media spend and creative assets?
Lara Anişoğlu: The importance of attention metrics in evaluating creative performance and media planning is increasing. By highlighting the strengths of different platforms in terms of attention performance, we are developing more comprehensive media strategies. As technology rapidly evolves, attention measurement methods are constantly being reshaped. Therefore, we continue to analyze results from various methodologies in greater depth.
Unlike metrics such as impressions or viewability, there is no common standard for attention measurement metrics yet. This makes it difficult to compare outputs across platforms. To overcome this barrier and create a more integrated structure that can support long-term media planning, we are examining different methodologies and comparing results.
Sükrü Ucar: What role do you see attention metrics playing in developing strategies for your brands in the evolving digital landscape?
Lara Anişoğlu: Although attention measurement is becoming a fundamental part of our digital strategies, we continue to face challenges such as new data privacy regulations and the lack of standardization of metrics. By combining first-party data with attention data, we believe we can better answer the question of how to achieve incremental media value when purchasing attention.
At OMD, we have started integrating first-party data into pre-bid strategies to improve performance efficiency. We recognize that there is no single approach to attention measurement, as users’ attention varies depending on the platform, device, and type of content. Therefore, we are also taking into account users’ perceptions of media channels and deepening our understanding of a holistic approach to planning to make more informed media decisions.
In conclusion, although the field of attention measurement is still evolving, its potential to optimize both creatives and media planning is significant. By continuously improving our planning and analysis processes, we aim to deliver better results for our clients.
Sükrü Ucar: Thank you Lara for sharing insights based on cooperation between Teads and OMD.
Lara Anişoğlu: Thank you for having me.
Curious about how Teads incorporates attention into campaigns? Explore our Attention Lab to learn more.