Teads unveils key learnings on attention measurement across 500+ global campaigns

Teads Attention Program, approaching its one-year anniversary, fostered insights that spanned 20 countries, 120 advertisers and 2.5B+ impressions measured

e4m by exchange4media Staff
Published: May 25, 2023 1:09 PM  | 4 min read

Teads has released the findings of its recent attention meta-analysis, which has further proven the practicality of attention as a new measurement metric, and underscored actionable ways for companies to leverage attention for improved brand lift and campaign outcomes across the funnel.


Through this research, Teads was able to validate the four drivers of attention – Quality of Media, Ad Experience, Relevance, and Creative – identified through joint research with major holding companies, and provide key insights into each, as measured by Lumen and Adelaide.


Teads found that quality premium publishers, such as Condé Nast and news publishers, outperform on attention metrics, with quality Teads content driving attention levels at least three times higher than Facebook, according to multiple measurement sources. Additionally, Teads' premium ad formats deliver attention comparable to YouTube, with a 15% higher APM (attentive seconds per 1,000 impressions) target compared to Lumen's December 2022 benchmark, while also being better perceived and more efficient.


Moreover, Teads extended outside of digital media by measuring CTV within an omnichannel campaign across its digital and CTV inventory. Teads identified +21% lift in omnichannel attention compared to the digital-only benchmark, according to Adelaide. In one campaign, by optimizing with high attention media across all channels, a brand drove 42% stronger lifts against Teads’ in store-visitation benchmarks.


Teads' research revealed that the four drivers of attention have a validated relationship between in-market attention measures and campaign outcomes – across different measurement partners, different verticals, and that maximizing attention can result in greater brand lift.


Jean-Paul Edwards, Managing Director, Product, OMD Worldwide said: “Attention has always been core to effective communication. At OMG, we have focused for several years on how we can effectively manage optimal delivery of the required attention for any given brief. Building on numerous attention testing programs, we have created a framework of attention parameters bespoke to each brief with tools to optimize decisions across planning, placement and creative execution. Our deep involvement with the Teads Attention Program supports that understanding, generating uplifts in attention to delivering stronger brand metrics and sales performance.”


Lastly, there is significant room for optimization on media and creative to increase attentive reach and dwell time, indicating that the adaptation of the creative to the platform and the relevance of the placement and context further enhance attention levels, with early studies showing a 20% uplift in attention across the flight of a campaign.


Srijoni Dutta Gupta, Consumer Marketing Manager, Estee Lauder EMEA said: “With the help of Teads’ team of experts, our Spring ’23 Supreme moisturizer campaign was a successful approach to strategically optimizing existing campaign assets while expressing our new consumer insights-driven storytelling in a much more impactful, measurable way. Teads understood our needs, providing valuable consumer testing data and fine-tuning turnkey deliverables for our markets.”


With increased focus on action driven by Attention Measurement, Teads is keenly focused on developing insight in three core areas: CTV and how to maximize attention on the TV screen, the intersection of context and attention as a component of measurement and planning in a cookieless world, and activation opportunities, particularly around product development to ensure highly attentive, efficient campaigns that deliver on outcomes across channels.


Liset Otten, Global Digital Activation Manager, JDE said: “The findings from our initial attention pilots with Teads conducted in the UK and Germany have inspired further roll out of attention measurement product to 10+ markets. We see significant opportunity to reduce wastage in digital buying and ensure that we are reaching people and not just devices. While we continue to move through the stages of our phased approach to testing and evaluating the attention metric, we strongly encourage markets to consider participating, as feasible.”


Caroline Hugonenc, Senior Vice President, Research & Insights, Teads adds: “What is truly unique with Teads Attention Program is that we are enabling clients to test, learn and measure outcomes related to attention on live campaigns. From these findings, we have seen clients embrace attention and build a competitive advantage as the industry aligns on a standard definition of attention as a metric. To support them in their journey, we will keep on innovating on the measurement solutions that we are proposing but also on the integration of attention metrics in the activation and planning stage."


To learn more, download the full report.


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Shemaroo Umang launches 'Kundali Milan' to bolster prime-time original programming

The show starts from 29th May, 2023

By exchange4media Staff | Jun 1, 2023 11:32 AM   |   1 min read


Shemaroo Umang has added another family drama to their existing line-up of prime-time originals 'Kundali Milan'.

The show starts from 29th May, 2023.

It is set in the town of Mathura and features actors Ankit Bathla, Shubhanshi Raghuvanshi and Prachi Bohra.

Commenting on the launch of 'Kundali Milan', Sandeep Gupta, COO - Broadcast Business, Shemaroo, said, “With Kundali Milan, we have added another gem to our consistent stream of original programming and we are extremely proud that we are staying true to Shemaroo Umang’s promise of Naya Rishta Nayi Khushiyan. It is our commitment to ensure that our audience can always look forward to fresh and engaging content, which can further enrich their entertainment journey.”

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Red FM launches RJ Nalwa to co-drive DL 935 with RJ Rohan

To launch RJ Nalwa in a quintessential Bajaate Raho manner, Red FM announces its latest campaign ‘Land in Thailand’

By exchange4media Staff | May 31, 2023 3:21 PM   |   1 min read

red FM

Private radio and entertainment network Red FM has announced the launch of its latest Radio Jockey, RJ Nalwa who will co-host the evening show ‘DL935’ with RJ Rohan. True to the kadak launda streak, Red FM has also announced the campaign ‘Land in Thailand.’

RJ Nalwa is the definition of a complete character, he is the one you can never have a dull moment with. He is a Delhi boy with swag on his right sleeve and humour on his left. From becoming a Majnu Merathiya to a typical Dhaba owner, he can don many hats. This is why, Red FM is delighted to introduce the campaign, ‘Land in Thailand’ that will take selected winners on an exclusive trip to Thailand.

The campaign aims to give listeners a memorable travel experience by highlighting the essence of the DL935 show. It will begin with Delhi sending video entries explaining ‘Why I am the most deserving one to win a ticket to Thailand.’ Furthermore, selected listeners will go through steps to qualify to win a trip to Thailand. 

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Veteran producer Vashu Bhagnani forays into animation

Starts DB Films and Animation

By exchange4media Staff | May 29, 2023 4:42 PM   |   3 min read

vashu bhagnani

Veteran producer Vashu Bhagnani has forayed into the world of animation with DB Films and Animation.  

“DB Films and Animation aims to dream bigger and create top-class entertainment content for families across the world, focusing on animation, edutainment, production, distribution, digital media exploitation, licensing & merchandising, gaming, AR/VR & other emerging technologies,” read a release.

Starting his career as a producer in 1995 with Coolie No. 1, Bhagnani's fame soared in Bollywood with films such as Hero No. 1 (1997), Bade Miyan Chote Miyan (1998), Mujhe Kuch Kehna Hai (2001), Rehnaa Hai Terre Dil Mein (2002), Bell Bottom (2021), Cuttputli (2022), and many more.

Bhagnani has already announced its live-action slate for 2023-2024, appealing to film buffs across genres, including action, drama, comedy, suspense, romance, social, and more. The lineup includes Ganapath, Bade Miyan Chote Miyan, #Production45, and two more biggies. The company is proud to be home to some of the biggest film stars in the country, having built its reputation through powerful storytelling.

“DB Films and Animation founded by Bhagnani - believes in creating and developing world-class animation content that not only entertains but also offers an enriching experience to the audience. According to Vashu Bhagnani, the idea to venture into the animation industry came to him a few years ago when he spent a lot of time with his grandchildren and realised there is a huge gap in the production and consumption pattern. The content according to him was not doing justice to the significant potential of heritage, culture, and history in the international market. This realization sparked his passion for creating top-quality, culturally enriching animated content. As DB Films and Animation ventures into animation, Bhagnani remains committed to his passion for storytelling and unwavering dedication to producing exceptional quality content that will make a significant impact in the animation industry,” the release stated.

The company believes in going the extra mile to "Entertain the World." In addition to this, with DB Films and Animation, the company plans to leverage the power of animation, including the captivating style of Anime, which originated in Japan and has gained popularity worldwide, to create visually stunning and engaging content that can inspire and motivate children and adults alike. Anime offers a distinct visual and narrative style that can resonate with a global audience. "Whether it's a hand-drawn masterpiece of the past or a modern CGI film, the art of animation has been charming us with captivating characters, stories, and worlds for nearly a century," added Bhagnani. DB Films & Animation was founded for taking unique untold stories to the world, which are otherwise difficult to show in live action." added Bhagnani.

Located in the UK, Vashu Bhagnani started the studio with the aim of creating stories that are closest to all our hearts and showcasing their potential in the animation medium. 

The team is made up of industry veterans, and the studio boasts of world-class infrastructure, a comprehensive in-house pipeline, and a committed crew of personnel.

DB Films and Animation is set to unveil an exciting and diverse line-up of projects that will captivate audiences worldwide soon. Stay tuned for more updates on their upcoming releases!

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48.2 cr viewers recorded for live broadcast of first 66 matches of IPL 2023: Disney Star

According to the network, the CSK v KKR match registered the highest peak concurrency in Week 7 of 4.2 crore

By exchange4media Staff | May 29, 2023 12:12 PM   |   1 min read


Disney Star has registered 48.2 crore viewers for the first 66 matches of TATA IPL 2023 on the Disney Star Network.

According to the network, this is the highest-ever reach for any edition of IPL surpassing the previous highest registered in 2019.

Four more matches registered a peak concurrency of over 3 crore in Week 7, taking the tally of matches with Peak Concurrency to over 3 crore for the tournament, Disney Star has said. 

The network also said that CSK v KKR registered the highest peak concurrency in Week 7 of 4.2 Cr (Highest for the tournament is CSK v GT with 5.6 Cr peak concurrency) and Year on Year growth in weekly TVR stands at 43% for Week 7.

There has been an overall growth of 32% in TVR compared to the last edition (after 66 games), it said.

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Goafest 2023: Jagran Prakashan wins two Silver and a Bronze in Publisher Abby category

The media group stood second in the category with 16 points overall

By exchange4media Staff | May 29, 2023 10:39 AM   |   1 min read


At Goafest 2023, Jagran Prakashan won two Silver and a Bronze in the Publisher Abby category.

Speaking about the win, Basant Rathore, Sr. Vice President Jagran Prakashan, Strategy and Brand Development, said, “We are thrilled to receive two silver and a bronze award at the GoaFest ABBY's under the publisher category. It is a testament to the hard work, dedication and collaborative efforts of our entire editorial, brand and other teams, who consistently strive to deliver innovative campaigns that engage and inspire our readers. We are committed to providing our readers with the best possible experience and the recognition from Abby's is a great encouragement for us to keep pushing ourselves to do better.”

It must be mentioned that ABP emerged Publisher of the Year at the Publisher Abbys segment of the Abby One Show at Goafest 2023, with a Gold for its centenary campaign ‘Curiosity Questions Answers’ besides a Silver, a Bronze and a merit certificate.

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Mobavenue Media: A MadTech company built over 12 years of grit, passion, entrepreneurship

Mobavenue 2.0 is a growth and tech platform that offers brands, agencies and media publishers with MarTech and AdTech solutions

By exchange4media Staff | May 26, 2023 1:05 PM   |   3 min read


Mobavenue’s success can be attributed to the passion, dedication and commitment of two entrepreneurial minds: Kunal Kothari, Founder and Chief Growth Officer and Tejas Rathod, Founder and Chief Operating Officer.

Starting their entrepreneurial journey at the age of just 17, the duo has been able to build Mobavenue - a successful bootstrapped MarTech and AdTech company. Recently, their efforts have been rewarded as they were honoured by Forbes (Asia) in their list of 30 Under 30 - Class of 2023, in Media, Marketing and Advertising.

Kunal and Tejas met each other during their college days. Deciding to go bootstrapped, the duo set out to disrupt the advertising industry with a $100 cheque from Google Adsense, which they earned through freelancing and started a digital marketing company in 2014. Both believed there was a better way to deliver ads while keeping a privacy-first approach - as they used to see ads based on their online activity, eventually founding Mobavenue in 2017.

Mobavenue 2.0 is a growth and tech platform that empowers brands, agencies, and media publishers with Madtech (MarTech and AdTech) solutions to drive growth, engagement, and monetisation. The company's product suites are purpose-built to drive brand performance and help brands throughout their consumer journey with a privacy-first approach. The company also helps brands with Digital Transformation to deliver an unparalleled brand experience to their consumers.

Mobavenue, which started in a small office with just a few people, has become a thriving global enterprise with over 120 employees in 10 different locations - Delhi, Mumbai, Bengaluru, Singapore, Jakarta, Kuala Lumpur, Dubai, Sydney, London, and New York. The company has partnered with 300+ brands across various industries like banks and NBFCs, fintech, B2B, D2C, retailers, e-commerce, gaming, and OTT brands.

"Building and scaling Mobavenue to what it is today wasn't an overnight success and tested our entrepreneurial will. It took 12 years of dedication, coupled with challenges and setbacks, for us to reach on high grounds we stand today," said Kothari.

With a bootstrapped budget, the pair invested all their time and energy into building Mobavenue from the ground up. It was no easy feat, but they managed to make it work despite all the odds. "Over the years, the right talents became a part of us, contributing to the shared vision that moved us forward," Kothari adds.

The duo have also been honoured with the Businessworld 30 under 30 Award. They have steered their company to win other notable awards, such as the "Most Promising Agency of the Year 2022" and the "Performance Agency of the Year 2023.”

“Being recognised as an honouree in the 30 Under 30 Forbes Asia list is a remarkable achievement for us. This honour is the high point of consistent hard work, relentless nights and the unwavering support of my team, colleagues, and associates. I am excited to leverage this recognition to inspire and empower other aspiring entrepreneurs to pursue their passion," said Rathod.

Rathod and Kothari are also angel investors in the Indian startup ecosystem, with 50 investments in tech, AI, and new media companies. The company is now working towards contextual advertising, cookie-less solutions, and other relevant growth and martech solutions for businesses and publishers.

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Cipla introduces ‘Tuffies’ to promote better respiratory care in children

The campaign has been supported by Sonali Bendre

By exchange4media Staff | May 24, 2023 12:15 PM   |   4 min read

Sonali Bendre

This World Asthma Awareness month, Cipla launched its general patient & public awareness initiative – ‘Tuffies’ – directing more targeted awareness on improving respiratory care amongst children, especially those living with asthma. Overcoming myths and stigma associated with chronic respiratory diseases like asthma and its treatment, the Tuffies campaign is targeted at engaging children between the ages 5 through 10 yrs of age and their caregivers. Sonali Bendre launched the campaign by unveiling the Tuffies Comic Book and introducing the Tuffies Team, a group of relatable, young, adventurous characters.

A widespread non-communicable disease, asthma is the most common chronic condition among children affecting nearly 7.9% of Indian children, with about 80% of asthmatics experiencing symptoms during the first 6 years of their life. Insufficient awareness about the disease, misconceptions and perceived myths associated with its cornerstone treatment i.e. inhalation therapy, have resulted in many cases of asthma going undiagnosed and even untreated. All this ultimately results in poor control of asthma, leading to a significantly impacted quality of life that includes frequent hospitalizations and missed school days.

The Tuffies Comic Book features - Vicky, an aspiring detective who lives with asthma but does not let it hold him back, along with his sister Mini, best friend Gullu and Vicky’s trusted companion Mr. Puffy. These characters will remain central to the Tuffies campaign. The comic book will showcase the Tuffies team as they tackle challenging situations and solve mysteries in their hometown with Mr. Puffy providing guidance and motivation through his mantra ‘Breathe in and count to ten, breathe out and let go of doubt’. Through their adventures, the campaign aims to spread the message that asthma should not limit a child's potential, as long as they take the right treatment and adhere to it. While the campaign launches with the comic book, an animated video series is to follow.

Speaking on the launch of the campaign, Dr. Vikas Gupta, India Rx Head, Cipla Ltd. said, “Patients are at the heart of everything we do at Cipla, and this ethos is reflected in the efforts we have made to transform the lives of those living with asthma. Through our public awareness campaigns, we have made significant strides in raising awareness about the condition and trying to set the record straight on one of its recommended treatments i.e. inhalation therapy. Broadening our focus and for the effective management of this condition in the country, we’re excited to launch the ‘Tuffies’ campaign. With this campaign we aim to inspire children to overcome limitations and help create more open channels of communication for caregivers to make informed decisions in consultation with their child’s physician. This further deepens our efforts to bring about a positive change in people’s perception towards asthma and its treatment”.

Adding her thoughts actor Sonali Bendre said, “Cipla’s work in the asthma awareness space has over the years sparked a social movement that has served as inspiration for asthmatics across the country. And now, with the Tuffies campaign, the company extends its focus toward helping children with asthma and their parents by; combating misinformation related to the condition, enabling informed decision-making, and encouraging children to overcome their limitations. Launching the campaign with a comic book, which can entertain and inform is truly a smart way of spreading awareness about a health condition, especially amongst little ones. And as a mother, it gives me immense delight to be able to lend my voice and platform to a campaign, that has such a strong message and cause.”

Prasad Ajgaonkar, CEO of animation studio iRealities who along with his team conceptualised the Tuffies campaign characters and storyline said, “We’re happy to have been able to contribute to Cipla's efforts to promote better respiratory care in the country. Our expertise in children's animation and engaging storytelling has allowed us to spread a message of positivity and hope to children living with asthma, through this campaign. Tuffies is a great example of how creative storytelling can be used to effectively reach out and connect to an audience.”

Over the years Cipla has championed awareness around asthma through its #BerokZindagi campaign, using a multitude of creative formats and platforms to spark social conversation, engage the public and inspire change for asthmatics across the country. With the Tuffies campaign, Cipla dives deeper into specific patient cohorts urging children with asthma to unlock their true potential and empowering their parents to help them do so.


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