Co-op ‘buys attention’ with Lumen
In a media first, the Co-op has bought an ‘attention-optimised’ programmatic campaign making used of attention data provided by Lumen.
The resurgent supermarket integrated Lumen’s attention predictions within a ‘custom algorithm’ from Google. This allows advertisers to tailor their buying strategies to proprietary data sets. As a result, Co-op bought fewer ads that were less likely to be seen and more ads that were more likely to be seen. We’re only midway through the campaign at the moment, but the initial results have been impressive.
One of the key motive forces for this project has been the good people at Dentsu Aegis Networks. DAN came up with the idea to integrate our data into the new Google system, and oversaw its successful application. Attention is an issue close to their hearts, as evidenced by their Attention Economy work. You can read all about it here.