Teads & Lumen Research Bring Proven Attention Science to CTV for Omnichannel Impact

Why It Matters

The move equips marketers with a concrete signal to evaluate CTV performance, narrowing the gap between ad exposure and sales outcomes and informing smarter media spend.

Key Takeaways

• Teads gains exclusive Lumen CTV HomeScreen attention data worldwide
• CTV HomeScreen campaigns achieve 5,300 APM, 173% above outstream video
• 49% of marketers still struggle to measure CTV effectiveness
• Attention metrics link exposure to sales lift, per Dentsu study
• In‑stream attention measurement launching later this quarter

Pulse Analysis

Connected‑TV continues its rapid ascent as a core pillar of brand media, yet many advertisers still wrestle with opaque performance metrics. Traditional view‑through or completion rates offer limited insight into whether a viewer actually processed the creative. Industry research, such as Dentsu’s Brand Reset study, shows CTV can drive a 3.2% long‑term sales lift, but nearly half of marketers admit they lack reliable tools to prove that lift. Attention‑based measurement, rooted in real‑world eye‑tracking, promises to fill that void by quantifying how long and how intently audiences watch ads.

Teads’ partnership with Lumen Research brings that attention science to the CTV HomeScreen environment, a premium placement that appears before streaming content begins. By leveraging Lumen’s proprietary models, Teads can now report Attention Per Mille (APM) scores—5,300 on average—significantly higher than outstream video and YouTube formats. The exclusive access across major regions (US, EMEA, APAC, LATAM) gives advertisers a unified metric to compare campaigns across linear TV, digital, and now CTV, enabling more precise media mix decisions. The integration is already baked into Teads Ad Manager, allowing both managed and self‑serve buyers to layer attention data onto existing performance dashboards.

For advertisers, the practical upside is twofold. First, attention metrics provide a clearer link between ad exposure and downstream business outcomes, supporting budget justification and creative optimization. Second, the upcoming in‑stream attention measurement will extend these insights to mid‑roll and post‑roll placements, further enriching the data pool. As the streaming ecosystem matures, such granular, cross‑channel signals are likely to become a standard benchmark, reshaping how brands allocate spend and evaluate ROI in an increasingly fragmented media landscape.