Publicis Groupe Australia announced a partnership with marketing technology company Playground xyz for the measurement and real-time optimisation of digital media buying based on how much attention an ad receives.
The partnership will allow advertisers to target the most attentive audiences in real-time
Publicis Groupe ANZ chief product officer Jason Tonelli says the unique approach enables Publicis clients to have their digital campaigns measured and optimised programmatically.
As part of the partnership, Publicis is using Playground xyz’s Attention Intelligence Platform (AIP) inventory scoring capability to index publisher websites on both mobiles and computers based on how long an ad is looked at.
“This allows Publicis agencies to use one platform to ‘close the loop’ from planning to measurement and all the way to activation – an end-to-end integration that is the first of its kind globally, made possible by Playground xyz’s market-leading technology,” says Tonelli.
AIP uses eye-tracking data from an opt-in panel fused with AI to deliver attention measurement and optimisation. The platform won Playground xyz the IAB’s inaugural Measurement Award for Ad Effectiveness.
Playground xyz CEO Rob Hall says AIP is becoming a new currency for media.
“Attention Time is an amazing metric as it’s so predictive of brand outcomes. The tailwinds are building behind this becoming a new currency for media and the next frontier is a real-time activation in the programmatic ecosystem. This innovative partnership with Publicis does just that,” says Hall.
The partnership follows a pilot campaign with luxury retail brand Oroton – a client of Publicis agency, Spark Foundry. By implementing attention scoring and optimisation, there was a 25% lift in conversions and a 20% decrease in CPAs.
Oroton general manager – marketing and digital, Prue Thomas, says the results were positive.
“This presents a major opportunity for us to evolve our planning, measurement and optimisation, and ability to reduce wastage,” says Thomas.
Tonelli says the approach is applicable to all industries, as well as campaign metrics.
"Though we have tested on acquisition and sales - we see this approach being useful for clicks, awareness and leads as well."
The partnership will improve business outcomes for Publicis Groupe's customers, says Tonelli:
“At Publicis we’re focused on using attention data to drive business outcomes for our customers. In partnering with Playground xyz, the advertisers we work with are now able to access the data to deliver the most attention-grabbing ads to the most attentive audiences in real-time.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.