In Attention study with Lumen, Dove’s campaign saw 3.5 times more attention on average with Teads relative to social media platforms 

Teads matched the leading video-sharing platform with the highest level of attention duration, according to Kantar cross-platform study

September 12, 2023: Teads, the global media platform, and full-service media agency Initiative today announced insights from its recent campaign in Chile with Unilever’s Dove around its natural plant-based hair care product line. A first-ever global cross-platform study involving a live campaign, Teads, and Initiative collaborated with Lumen and Kantar to conduct three individual analyses to holistically understand the attention and communication efficiency of Dove’s digital strategies across Teads’ inventory, and various social media and advertising platforms. 

In the study with Lumen that measured the level of attention provided by each platform, Teads outperformed social media platforms by an average of 3.5 times more attention. 

Additionally, in another study with Kantar measuring effectiveness and experience by each platform, Teads, and one other platform were found to be the only ones that maintained attention after six seconds among 70% of study participants. Kantar also measured the response generated by the campaign where Teads formats – both landscape and square – had the highest intention rate in drawing the audience to visit the Dove website and purchase a Dove product. Kantar's study also found Teads to have similar reach and weekly frequency as the other platforms with women in Chile, with Teads’ formats perceived as more attractive to the audience. 

“We’re thrilled to be pioneering attention measurement in an entirely new way by virtue of Teads’ and Initiative’s innovative approach,” said Julian Sosa Collado, Digital Media & Commerce Manager of Personal Care Chile & Argentina, at Unilever. “We hope these industry-first insights pave the path for other cross-platform attention studies involving live campaigns to better yield campaign success. 

“Our work with Teads, along with Lumen and Kantar, reinforces the significance of evolving attention measurement to effectively inform a holistic campaign,” said Joaquin Schamber, Client Lead Director for Unilever LATAM, at Initiative. “We’re excited to help deliver these insights to Unilever and leverage Teads’ creative optimization to elevate the customer journey.” 

Teads optimized the campaign's creatives to deliver custom messages to different audiences. Teads also completed a brand lift study across its inventory which found that the campaign increased purchase intent, by 5%. 

Izael Castillo Insights Manager at Teads: “Unilever is at the forefront in the process of measuring the attention a campaign generates in different channels. This represents a great opportunity in the market to design more holistic campaigns that prioritize the consumer experience.

At Teads we feel very passionate about this topic and are eager to contribute to the progress of research in this field. As we create models to measure attention, we find that variables such as content quality, experience, and respect for the user play a crucial role in the success of a campaign.”