The Kraft Heinz Company and agency group Dentsu International have announced a partnership with Teads, a global media platform, to build upon the ‘Teads Attention Program’.
The initiative will see Teads and Dentsu-owned Carat work together to measure and deliver insight on the drivers of attention for Heinz. The intention is to help the food-and-beverage multinational optimise its digital performance for future campaigns.
According to Teads, which announced the launch of the program at the Cannes Lions Festival of Creativity, ‘attention’ is the next paradigm in digital marketing, and can predict outcomes three times better than ‘viewability’. Attention is said to result in increased media efficiencies, better outcomes for brand clients as well as further benefits such as decreased energy consumption.
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“It’s fantastic that Kraft Heinz and Dentsu have embraced this Attention Program so quickly after launch. It shows the world’s leading brands are looking to delve deeper into their digital metrics to drive increased effectiveness and efficiencies,” Teads global senior vice president of research and insights, Caroline Hugonenc, said.
“As a tripartite agreement between advertiser, agency and tech platform, the program will help to quickly unearth new learnings and move us together towards the goal of always-on campaign measurement at scale.”
The Kraft Heinz Company associate director of global media, Nendra van Wielink-Mohamed, added: “Attention has been a key focus for KHC for some time now, as we truly see the opportunity that attention measurement at scale brings. Our drive is to be at the forefront of our industry.
“We see attention as a shared metric for driving both media effectiveness and creative performance. Being at the cutting edge of more accurate and transparent measures of success is hugely important to us and doing so with our Carat and Dentsu teams for live campaigns with Teads is incredibly exciting.”
