Hong Kong – Teads has expanded its attention measurement capabilities to Hong Kong and Taiwan through its Teads Ad Manager (TAM) platform, allowing advertisers in both markets to measure audience engagement across premium publisher environments.
The feature, powered by Lumen Research, enables advertisers to track how users interact with creative assets in real time. By activating the “Attention” function, campaigns are automatically tagged with Lumen’s proprietary technology, offering a cookieless and privacy-first way to gauge ad effectiveness — particularly for upper- and mid-funnel branding campaigns.
Since its global rollout, the tool has seen strong adoption as brands seek more accurate metrics beyond standard viewability. It is available at no additional cost within TAM and is designed to integrate easily into campaign setup.
Caroline Hugonenc, SVP research and insights at Teads, shared, “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 programme, 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, added, “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.
He continued, “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.”
To assess its effectiveness locally, Teads and Lumen tested two ad formats — vertical video and square display — across traditional Chinese publisher sites. Both formats outperformed global norms in Attention Per Mille (APM) and %Viewed metrics. Vertical Video achieved a 48% viewed rate, 50% above the Lumen global norm, and an APM score of 1,682 — 121% above the global average. Static Display also exceeded benchmarks, with a 31% viewed rate and an 11% higher APM than global video norms.
Teads said the findings support the use of vertical formats for greater impact in visually dense environments. The company’s local teams in Hong Kong and Taiwan are working with advertisers on implementation, testing, and optimisation. The attention measurement feature is currently available for branding campaigns only.
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.”
