BRITISH GAS: HOMECARE

MediaCom

 

Everyone knows that neither click rate nor ad engagement correlate to business outcomes, but in the absence of more meaningful metrics many advertisers slip back into optimising to them. Surely there was a better way? We partnered with eye tracking research company Lumen to link impressions with high attention with sales. Using Lumen’s Attention Model analytics, we optimised to placements forecast to have high attention.

The high attention ads were 56% more expensive, however there was a 240% lift in conversions – a premium well worth paying and a meaningful model we can use in the future!

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