Program’s one-year anniversary reaches industry milestone with advanced CTV measurement ability to inform go-to-market strategies for brands
Teads, the global media platform, today announced a groundbreaking partnership with TV measurement leader TVision to enable attention measurement across screens. TVision will now be integrated in Teads’ Attention Program, which celebrates its one-year anniversary this month, with expanded capabilities to combine the strength of digital and TV for brands to leverage industry-first data for their go-to-market strategies. The new collaboration further demonstrates Teads’ continued investment into attention metrics and commitment to measure and gain learnings around attention across all screens.
Teads’ partnership with TVision will complement its omnichannel attention measurement capabilities as well as provide deeper data to inform CTV investment strategies, optimizing the planning process for brands. Their mission together will be to test, learn and build best creative practices for designing ads for CTV campaigns. With the integration of TVision, Teads and its partners will be positioned to understand attention as well as household co-viewing and general viewability metrics across CTV inventory.
Neala Brown, Senior Vice President, Strategy and Insights, Teads said: “Attention measurement validating CTV inventory is critical to holistically inform strategies for brands across all screens. TVision is a leader in the measurement space and we’re thrilled to welcome them to the Teads Attention Program as we continue to place focus on delivering business outcomes for our clients through premium, effective and measurable advertising.”
Yan Liu, CEO of TVision explains: “Teads’ Attention Program is advancing adoption of this critical metric as one of the most effective ways to measure the impact of cross-platform campaigns. Our partnership with Teads empowers marketers to use attention data to put CTV investments in perspective against other media across the ecosystem."
TVision maintains opt-in, demographically-representative CTV and TV viewing panels across the US and the UK. Through this partnership, brands in the US as well as the UK will gain new CTV insights from the integration of TVision’s data into Teads’ Attention Program, with Teads’ CTV offering in both regions.
Teads also recently unveiled key learnings on attention measurement across 500+ global campaigns totaling 120+ years of consumer attention. The meta-analysis fostered insights that spanned 20 countries, 120 advertisers and 2.5B+ impressions measured, delivering key insights and learnings fueling the future evolution of attention. Further proving the practicality of attention as a new measurement metric, these new insights underscored actionable ways for companies to leverage attention for improved brand lift and campaign outcomes across the funnel.
Launched in June 2022, the Teads Attention Program has advanced Teads’ leadership in attention measurement, arming brands with optimal multi-screen reporting of attention metrics within Teads Ad Manager. Through Teads’ global scale within quality publishers and connected TV providers, and integrations with industry-leading attention measurement partners, this pioneering program accelerated the understanding of attention for media buyers and media owners allowing them to plan, buy, optimize and report on attention to ultimately drive a better return on media investment for brands. Advertisers have leveraged unified attention insights to optimize live campaigns, connecting the right creative with the right screen resulting in greater impact, higher outcomes and increased efficiency.
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.
TVision provides second-by-second, person-level data about how people watch TV – who’s watching, what they’re watching, and how much attention they are paying to both linear and streaming TV. Advertisers, agencies, networks, streaming content providers, measurement companies, and data platforms use TVision data to make more informed media decisions, measure performance, produce content that engages audiences, and benchmark their results against competitors. TVision is headquartered in New York City, with offices in Boston and Tokyo.