Attention is the New Currency in Digital Advertising

Dentsu X is leading the charge in reshaping the landscape of digital advertising by introducing attention as the vital currency of the industry. Central to this ambitious initiative is the Attention Economy project, an integral part of dentsu's strategy over the past five years. This groundbreaking project has unearthed pivotal insights regarding attention levels across diverse media platforms, proving that attention is 1.4 times more important for brand recall than conventional viewability metrics. Factors such as early exposure and compelling creative content play an essential role in these findings.

A Game-Changer for Asahi Dry Crystal

In an exciting collaboration with Teads, Dentsu has rolled out a market-first campaign for Asahi Dry Crystal, leveraging predictive attention technology to capture cognitive responses in just a few seconds. This cutting-edge method allows for smarter media optimization, pinpointing which formats and placements spark genuine engagement—effectively transforming simple impressions into meaningful attention that keeps the brand top-of-mind during consumer decision-making.

Harnessing AI for Creative Excellence

To enhance creative performance, Dentsu X utilized Teads' AI-driven neuroscience tools, developed in partnership with Neurons, to forecast how consumers would interact with the Asahi Dry Crystal campaign. Additionally, Teads has integrated state-of-the-art technology from Lumen Research directly into their Teads Ad Manager (TAM), providing real-time insights that prioritize privacy. This equips brands with the knowledge needed to understand which creatives, placements, and formats truly captivate attention, enabling smarter optimization in a world moving beyond cookies.

Staggering Results and Industry Insights

The results speak volumes: the campaign experienced a remarkable 20% boost in view rates and a 13% increase in attention metrics, surpassing Teads' APAC benchmarks and highlighting the effectiveness of attention-driven planning. “As media planners, we’re always searching for ways to merge data with human behavior. Predictive attention technology provides the foresight to tailor campaigns based on how people genuinely engage, not just what they observe,” stated Kitty Kwan, Planning Director at Dentsu X.

The Future of Brand Engagement