From impressions to impact: dentsu X and Teads’ attention model boosts engagement metrics

dentsu X has taken a pioneering step in redefining digital advertising effectiveness by establishing attention as the new currency in the industry. At the heart of this initiative is the Attention Economy project, a fundamental component of dentsu’s strategy over the past five years. This project has delivered invaluable insights into attention levels across various media channels, revealing that attention is 1.4 times more predictive of brand recall than traditional viewability metrics, with early exposure and compelling creative playing crucial roles.

In partnership with Teads, dentsu has launched a market-first campaign for Asahi Dry Crystal that utilizes predictive attention technology to measure cognitive responses in mere seconds. This innovative approach enables smarter media optimization by identifying which formats and placements drive meaningful engagement—transforming impressions into quality attention that keeps the brand top-of-mind during consumer consideration.

To sharpen creative effectiveness, dentsu X tapped into Teads’ AI-powered neuroscience tools, developed with Neurons, to predict how consumers would engage with the Asahi Dry Crystal campaign. Complementing this, Teads integrates cutting-edge technology from Lumen Research directly into Teads Ad Manager (TAM), delivering real-time, privacy-safe insights. This empowers brands to understand which formats, placements, and creatives drive meaningful attention—enabling smarter optimization in a cookieless, future-ready environment. The campaign drove a 20% lift in View Rate and a 13% gain in APM, outperforming Teads’ APAC benchmarks and proving the value of attention-led planning.

“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.”

Credits
dentsu X
Business Director: Polly Ip
Planning Director: Kitty Kwan
Associate Planning Manager: Nicole Wong
Senior Planner: Kenny Tam