This project expands on an ongoing partnership that has seen Playground help Publicis Groupe APAC clients test attention-based solutions and build a clear understanding of the actual levels of consumer attention their digital display advertising receives.
A few cases have already been piloted in the region, with results indicating that attention is significant in delivering better results. In Australia, Publicis’ eCommerce retailer clients saw an increase in click-based conversions for attention-optimised line items, and a luxury automotive client in Singapore, whose objective was to drive landings to site for registration, had a +17% lift in performance when optimising delivery based on Attention Time.
Sapna Nemani, Chief Product & Solution Officer, APAC for Publicis Groupe said, “Brands have always been in the business of capturing and converting attention. Yet, as an industry, we have found it hard to quantify this, until now. The ability to measure attention meaningfully gives us an accurate perspective on effectiveness, and this is a game changer.”
Rob Hall, CEO of Playground xyz, commented on the transformative potential that attention holds for digital advertising: “We’re continuing to find that Attention Time is an incredibly reliable and effective predictor of brand outcomes. It’s capable of unearthing hugely beneficial insights that will undoubtedly help brands more effectively formulate their strategies. Attention data is the missing ingredient in advertisers’ quests to secure maximum ROI and we’re incredibly excited to be helping Publicis’ clients realise its potential.”
Next stages of the partnership will look to test how Playground’s attention solutions can be applied to other advertising approaches and channels, including contextual targeting and YouTube video ads.
Playground xyz’s Attention Intelligence Platform uses real eye-tracking data from an opt-in panel, fused with AI to deliver attention measurement and optimisation, and has won numerous industry awards for its innovative applications.
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