Talks with Teads | Lumen on Attention Drives Stronger Branding Outcomes in Traditional News

In the latest Talks With Teads, Teads Global CMO Natalie Bastian hosted an engaging conversation with Mike Follett from Lumen and Simon Klein, Teads’ Head of Global Publishing. They discussed the role of funding quality journalism, the power of attention metrics, and how supporting journalism can drive business results for advertisers.

The Role of Attention in Journalism

Natalie introduced the importance of attention in media, noting how brands are increasingly focused on not just placing ads but ensuring those ads receive meaningful engagement. Simon reflected on Teads’ commitment to supporting quality journalism, explaining how the platform works directly with both publishers and advertisers. Teads’ unique position allows it to create a space where challenges like brand safety are addressed collaboratively, helping brands invest more confidently in news environments.

Mike, from Lumen, discussed how their eye-tracking technology measures attention, revealing that ads placed next to high-quality content receive just as much attention—if not more—than those next to lighter topics. This challenges the notion that more serious content, such as political or war-related news, is less effective for advertisers.

New Research Proves the Value of News Environments

The latest research from Teads and Lumen concluded that quality journalism delivers high attention levels, and that attention translates into stronger branding outcomes. This is promising news for advertisers, proving that supporting high-quality journalism doesn’t just serve a social good—it also delivers better business results. Mike emphasized that by supporting quality content, brands can expect higher engagement, improved brand recall, and greater overall effectiveness.

Beyond Keywords: The Next Frontier of Brand Safety

Simon pointed out that traditional brand safety measures, such as keyword blocklists, are outdated. Teads is advancing the conversation by focusing on attention as a more reliable metric, allowing advertisers to confidently place ads in serious news environments while ensuring brand safety.

A Virtuous Cycle: Supporting Journalism Benefits Everyone

As the conversation wrapped up, Natalie highlighted the consumer’s role in the virtuous cycle of quality journalism. By funding diverse, high-quality content, brands ensure that consumers receive the news they care about in a safe and engaging environment. In turn, these consumers are more attentive and likely to support the brands advertising alongside this content.

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