Teads expands attention measurement capabilities to HK and TW through Teads Ad Manager

Teads, the omnichannel outcomes platform for the open internet, has expanded its industry-leading attention measurement integration within Teads Ad Manager (TAM) to Hong Kong and Taiwan.

This advancement enables advertisers in both markets to assess how their ads resonate with audiences across premium publisher environments using cutting attention measurement technology powered by Lumen Research - seamlessly activated within the TAM platform.

By simply enabling the “Attention” feature, campaigns are automatically tagged with Lumen’s proprietary attention tag, allowing advertisers to gain real-time insights into how users engage with creative assets in context. This provides a valuable proxy metric for effectiveness — particularly for branding campaigns - empowering advertisers to understand performance and optimise upper- and mid-funnel impact with precision.

The feature is cookieless and privacy-first, offering a scalable and future-proof approach to measuring creative effectiveness. Since its global rollout, attention measurement within TAM has seen strong adoption, with clients increasingly using it to uncover which formats and storytelling approaches generate the most attention and engagement.

Why attention matters: Operational and strategic value

- Operational simplicity: Attention can be activated at no additional cost for all branding campaigns within TAM, making it a seamless part of campaign setup and evaluation.

- Strategic Impact: Attention goes beyond traditional viewability metrics, providing a more nuanced understanding of creative performance. This is especially relevant in visually cluttered environments such as Traditional Chinese publisher sites, where viewability alone may not reflect true engagement.

New local insights from Lumen Research x Teads testing in Hong Kong

To validate effectiveness in local environments, Teads and Lumen conducted a creative attention test using ads from real campaigns across Traditional Chinese publisher sites — known for dense layouts and competing visual stimuli.

- Two ad formats were tested: Vertical Video and Square Display.

- Results showed that both formats performed above global norms for APM (Attention Per Mille), with Vertical Video significantly outperforming Display in both APM and %Viewed metrics.

- The Vertical Video asset saw a %Viewed score of 48% and was significantly higher by 50% compared to the Lumen Mobile Video global norms. The same asset also saw an APM of 1,682, which was significantly higher by 121% compared to the Lumen global video norms for APM.

- The Static Display asset saw a %Viewed score of 31%, which was significantly higher by 41% compared to the global Lumen Mobile Static Display Norms. The same asset also saw an APM of 1,682, which was significantly higher by 11% compared to the Lumen global video norms for APM.

- Results suggest that vertical formats in the open web drive higher attention within Traditional Chinese environments, supporting Teads’ strategy to design for attention-first impact.

- The Vertical asset surpassed most of the compared Lumen Spotlight norms, including standard display formats such as banners, MPU and DMPU. It also achieved parity against APMs with Outstream 16:9 video.

Teads' local teams in Hong Kong and Taiwan are actively supporting advertisers with onboarding, strategic setup, and testing best practices to maximise the value of attention-based insights. While the feature is currently available only for branding campaigns in TAM, it delivers meaningful metrics for brands focused on visibility, creative resonance, and top-of-funnel performance.

Mike Follett (pictured left), CEO and co-founder of Lumen Research said: “Vertical video is taking over the internet - it’s everywhere, and it’s great to see Teads' vertical video solutions perform as strongly in the Chinese market as they do the world over. This study proves that Teads Vertical Video formats get noticed by more people, and for a longer time, than equivalent media inventory.”

Caroline Hugonenc (pictured middle), SVP research and insights at Teads said: “We’re proud to bring Lumen’s attention measurement capabilities to our clients in Hong Kong and Taiwan through Teads Ad Manager. These two markets are vibrant, fast-evolving, and rich with innovation — and now, advertisers here can measure attention seamlessly and at no additional cost. This is a meaningful step in expanding our global attention program, and we’re looking forward to uncovering actionable insights and building regional best practices in attention-driven advertising.”

Christopher Maksymuk (pictured right), managing director for North Asia at Teads said:“Attention metrics are now a key must have for brands seeking a transparent picture on which to base their media investment strategy. The introduction of the Teads attention offering in traditional Chinese brings unparalleled ease in gaining deeper insights into local audiences behaviours.”

“The Lumen/Teads partnership has proven success over 10,000 campaigns across 30 markets so I'm extremely excited that this is now available in traditional Chinese and the full power of this product can be leveraged by our local agencies and clients," Maksymuk added.

This article is sponsored by Teads.