Mediamento

Teads and Lumen Expand Attention Measurement to CTV

On 2026-05-06 Teads expanded its partnership with Lumen Research to introduce attention measurement across Teads’ Connected TV (CTV) offering. Lumen applies proprietary, consented real-world eye‑tracking data and attention models — including an industry-first CTV HomeScreen attention prediction model built with MediaMento research — to predict how viewers look at ads across screens. The integration gives advertisers visibility into engagement on Teads’ premium CTV inventory and is available now for HomeScreen campaigns in Teads Ad Manager globally (US, EMEA, APAC, LATAM); InStream measurement will follow later this quarter. Teads reports HomeScreen averages of ~5,300 Attention Per Mille (APM), outperforming outstream and YouTube benchmarks, and positions the measurement as a signal to improve planning, optimisation and accountability for CTV investment.

CTV Ads Drive Impressive Results for Top Brands

Teads published a set of CTV campaign case studies and measurement findings showing connected TV can deliver measurable results across the full marketing funnel. Teads’ CTV HomeScreen format (first screen on smart TVs) produced strong attention and recall in a MediaMento Institute study (48% attention rate; unaided recall 50%, aided recall 84%). Over 1,500 HomeScreen campaigns have run on Teads’ platform, with advertisers such as Cartier, Nestlé, Air France and Nissan. Performance-focused CTV campaigns produced mid- and lower-funnel outcomes: Men’s Wearhouse generated 41,000+ site visits, 8,000 add-to-carts and 50,000+ store visits; Travel Texas and Feu Vert reported incremental site engagement and low cost-per-visit; IONIQ Skincare and Finanzguru showed improved retargeting efficiency and higher registration/CLTV. Teads attributes results to premium placement, creative testing (Heineken/Strat7) and measurement tools including the Teads Universal Pixel, household-level attribution and controlled A/B testing.