Case Study: L’Oréal owned Kérastase Embraces Teads’ Attention Metrics for Digital Advertising Campaign Evaluation

MADRID – November 7, 2023: Teads, the global media platform, today announced that L’Oréal, in collaboration with their agency Zenith, has incorporated attention metrics in the evaluation of their digital advertising impact in Teads campaigns. Partnering with Teads on its latest Kérastase digital campaign, performance was assessed in terms of attention across various video and display formats, as well as different size formats. Findings revealed that while Display formats achieved a higher percentage of viewability, Video formats garnered 18% more impressions that captured attention. The analysis also evaluated the difference in attention among different creative sizes, revealing that the larger square format, offering more screen advertising space, achieved 10% more impressions with attention than horizontal formats.

Teads provides all users of their Teads Ad Manager platform with access to Lumen LAMP’s attention metrics, the first technology for audited attention measurement certified by PwC. The analysis compared the ratio of visible screen impressions (%Viewability by MOAT) with the estimated impressions that garnered attention (%View Rate by Lumen) as per Lumen LAMP.

According to Ana Donaire, L’Oréal Business Director at Zenith, “In the digital landscape, we continue to refine metrics daily to make informed decisions. Including attention metrics in an environment where users are exposed daily to vast amounts of information is crucial. These analyses are key to optimizing our advertising efforts and being more efficient and relevant in our communications.”

Teads Studio’s design team adapted the creatives provided by the brand to create noticeable video and display formats that are fully optimized for mobile device screens and user-friendly navigation. As a result, ad recall increased by 12% among users exposed to the campaign, the brand’s association with the message “professional care for all types of blondes” increased by 39%, and purchase consideration rose by 29%.

The Kérastase campaign was active during the summer months of 2023, featuring various formats tailored by Teads Studio‘s design team, which can be viewed through the following QR codes.

The campaign achieved attention metrics that were 13%* above the average for Beauty campaigns on Teads.

According to Alicia García, Media Manager at L’Oréal, and Pilar Arroyo, Online Brand Manager at Kérastase, “No metric is useful in isolation, but attention metrics undoubtedly allow us to evaluate campaign efficiency in a way that’s more comprehensive and closely aligned with the real impact we can achieve. Well-designed and screen-tailored ads not only enhance consumer attention but also increase campaign recall and brand purchase intent.”

*Source: Lumen LAMP. APM: seconds of attention per one thousand impressions.

For more findings on attention and measurement, read the latest studies on Decoding Attention with OMD and Unveiling the Connection: Attention and Outcomes with Lumen.

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