Case Study: Lipton Yellow Label’s Breakthrough Attention-Optimized Campaign with Teads in Turkey

Thanks to Teads, Lipton Yellow Label Breaks Ground in Turkey: The Market’s First Attention-Optimized Campaign in Digital Delivers Outstanding Results

In an industry-defining move, Lipton Teas and Infusions, in collaboration with their Media agency PHD and Teads, have unveiled remarkable results from their latest digital initiative for Lipton Yellow Label in Turkey. This campaign, a first of its kind in the local market, was meticulously crafted to optimize user attention while leveraging Teads’ native integration with Lumen Research and setting an entirely new standard with regard to the efficiency of digital advertising.

The Goal

The campaign’s primary goal was to enhance users’ attention while driving focus towards the content, and refining the overall cost-efficiency. Measuring attention metrics, such as % of View Rate, Eyes on Dwell time, and APM by leveraging Teads integration of Lumen’s machine learning algorithm played a pivotal role in this transformative approach. By fine-tuning the campaign elements in real-time and sidelining underperforming components, the team observed improved metrics and set a new precedent for future campaigns.

The Potential of Attention-Optimized Campaigns

Furthermore, the campaign didn’t only exceed expectations with regard to standing out in attention metrics; the impact translated into positive branding KPIs values, too. The resulting uplift in metrics like Ad Recall and Message Association demonstrates the holistic success of this strategy and the potential that attention-optimized campaigns offer.

Ayşe Nur Onuk,  Digital Marketing & Media Lead, at Lipton Teas and Infusions Turkey, said: “This collaborative effort with PHD and Teads represents the future of digital advertising. The success of our Lipton Yellow Label campaign in Turkey underscores Lipton’s forward-thinking approach and our relentless commitment to pioneering innovative, value-driven digital strategies for our audience.”

The  Results: Teads and PHD were able to significantly increase the Attention results for the campaign and improve the cost efficiency during the time of the campaign. .

In real time, the team measured and (manually) optimized the campaign investment, while extracting the worst-performing formats and publisher placements.

+20% Uplift in APM (Attentive seconds per 000 impressions),
+21% Enhancement in aCPM (cost per 000 Attentive seconds).
+21.2% Lift in Ad Recall vs. control group (users non-exposed to the campaign in Teads),
+6.0% Boost in Message Association vs. the control group.

A Beacon for Future Campaigns

The outstanding success of the collaboration creates a paradigm shift for the digital advertising industry. As brands globally navigate the ever-evolving digital sphere, Lipton’s pioneering effort promises a beacon for future campaigns, emphasizing genuine user engagement and efficient advertising.

In a dense digital space,   the focus is not on achieving reach but on meaningful engagement. With direct access to 3,000+ premium publishers and 15,000 sites, Teads champions attention metrics, while ensuring that any brand thrives in quality environments and benefits from superior contextual targeting and performance.

For more revolutionary findings on Attention, check out the Lumen Unveiling the Connection: Attention & Outcomes Study.