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 optimize 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.
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.
Teads’ local teams in Hong Kong and Taiwan are actively supporting advertisers with onboarding, strategic setup, and testing best practices to maximize 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, 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, SVP Research & 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, 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 & clients.”
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