dentsu X is setting a new standard in digital advertising by championing attention as the industry’s next key metric. Central to this shift is its groundbreaking Attention Economy initiative—part of dentsu’s strategic vision for the past five years. Through this effort, dentsu has uncovered powerful insights across media channels, demonstrating that attention is 1.4 times more effective at predicting brand recall than traditional viewability, with initial exposure and creative impact playing pivotal roles.
In collaboration with Teads, dentsu launched a pioneering campaign for Asahi Dry Crystal, leveraging predictive attention technology to track cognitive responses within seconds. This innovation allows for smarter media planning by pinpointing the formats and placements that generate true consumer engagement—elevating standard impressions into quality attention that drives brand recall and consideration.
To further enhance creative performance, dentsu X utilized Teads’ AI-powered neuroscience tools—developed alongside Neurons—to forecast how audiences would interact with the campaign. Additionally, Teads has embedded Lumen Research’s cutting-edge attention technology into its Ad Manager (TAM), offering real-time, privacy-safe analytics. This equips brands with a deep understanding of what formats and creatives earn genuine attention, supporting intelligent, cookieless optimization. The campaign achieved a 20% boost in View Rate and a 13% lift in APM, surpassing Teads’ APAC benchmarks and underscoring the power of attention-driven strategy.
“As media planners, we’re constantly seeking ways to bridge data with human behavior. Predictive attention tech lets us plan with foresight—shaping campaigns around how people actually engage, not just what they see,” said Kitty Kwan, Planning Director, dentsu X.
“In today’s fragmented media landscape, attention is emerging as a powerful metric for brand-building. It goes beyond viewability to reveal true consumer engagement for brands such as Asahi, helping marketers craft more resonant campaigns and drive stronger brand outcomes at scale,” says Chrystal Ng, Insights Director, Teads APAC.
Jenny Yeung, Head of Marketing, Asahi Hong Kong, said: “This campaign underscores our commitment to innovation and our drive to create unique value while fostering meaningful connections with our consumers, all in alignment with our long-term vision.”
Read more: Raj Nayak Launches ‘House of IP’ In Partnership With YAAP Digital
Credits
dentsu X
Business Director: Polly Ip
Planning Director: Kitty Kwan
Associate Planning Manager: Nicole Wong
Senior Planner: Kenny Tam
