Publicis Groupe Australia has announced a partnership with the marketing technology company, Playground XYZ, to enable the measurement and real-time optimisation of digital media buying based on how much attention an ad receives.
Publicis clients will now be able 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 actually looked at.
Playground XYZ was named the winner of the IAB’s inaugural Measurement Award for Ad Effectiveness for its Attention Intelligence Platform, which uses eye-tracking data from an opt-in panel fused with AI to deliver attention measurement and optimisation
In a pilot campaign with luxury retail brand Oroton – a client of Publicis agency, Spark Foundry – it was found that as a result of implementing attention scoring and optimisation, there was a 25 per cent lift in conversions and a 20 per cent decrease in CPAs.
Prue Thomas, general manager of marketing and digital at Oroton, said: “This presents a major opportunity for us to evolve our planning, measurement and optimisation, and ability to reduce wastage.”
Jason Tonelli, chief product officer at Publicis Groupe ANZ, said: “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.”
Tonelli added: “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.”
Rob Hall, CEO of Playground XYZ, said: “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.”
