Optimised for Attention - The Co-operative group

Carat UK


A genuine global-first, this approach has never been used, anywhere in the world.

Co-op’s core target audience are convenience shoppers who care about the environment. Research told us that they pay less attention to advertising than average. Essentially, we were having to work even harder to ensure our campaigns got the attention they needed.

We created a unique solution. By combining machine learning, data science, eye tracking research, programmatic optimisation and Google technology, a crack team of experts across Carat and Dentsu have pioneered a new approach to buying digital media which optimises the attention people give to our campaigns. We took this global-first to market in the UK and delivered stellar results for our retail client Co-op. Pay attention, you saw it here first!

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