Goal

• Teads and Lumen helped Heineken test and optimize ad creative during a major campaign for “Rock in Rio” to understand brand recall and ad recall based on ad creative, then use those findings in order to optimize ad creative for future campaigns and calculate the cost per attention when planning media. 

Strategy

• Attention per impressions (APM) applied to ad creative to measure ad exposure with Lumen’s predictive eye-tracking technology to build an attention model based on ad format, screen real estate, duration in view, scroll speed, page geometry, and domain. 
• User surveys were conducted to understand and compare ad recall to other metrics such as view time and total views per ad

Results

• +12% ad recall, higher than any other major brands during the event
• +4.7% brand lift
• 4.29 seconds average viewing time, compared to Lumen’s 1.75 second average benchmark
• 5X higher attention per impression (APM) than average

Overview

Heineken wanted to commit to a new advertising strategy based on attention metrics to go beyond viewability in order to prove the value of the ad. The brand partnered with Lumen and media platform Teads to create an attention scoring model through Lumen Attention Measurement Platform (LAMP) attention tags applied to the digital ad inventory Heineken bought for the campaign.

LAMP, through predictive eye-tracking based on real-world eye-tracking panels, created attention scores for Heineken’s ad placements based on variables such as scroll speed, ad clutter, pixels of content in view, and page geometry.  This enabled Heineken to understand the impact of every impression at the attention-level.

“We wanted to understand which creatives and ad formats work best,” Fernanda Saboya, director of consumer connections at Heineken Brazil, told Ad Exchanger. “It was not the goal to optimize during the campaign but [rather] to have data for other campaigns to come.”

In adding a new layer of attention metrics to traditional attribution, Heineken was able to measure the impact of both ad inventory and ad format in a new way. The team is excited to use the findings to inform future campaigns – both to make better ads and to drive higher return by prioritizing ads that get seen, not just delivered.