A Year In Attention at IAB Newfronts
Attention research continues to promise that this new metric can be a measure of video quality and a proxy for business outcomes. But what does attention measurement look like in action? How can it be leveraged in an omnichannel world? Teads has spent the last 5 years researching attention and its drivers, working with measurement and agency partners to lay the groundwork for the transition to scaled practical application. 2022 marked the year of the pivot from research and analytics to measuring attention in action. Along the way, we’ve gained learnings, identified best practices, and implemented Attention measurement across 500+ campaigns globally. In this presentation at IAB Newfronts, Neala Brown, SVP Insights & Strategy, shared what we’ve learned, how we’re applying it, and what’s next in the attention evolution in CTV and beyond.