Want Better Programmatic Performance? New Magna Study Reveals “The Attention Advantage”
What if you could predict the highest-attention ad placements for your next campaign before the campaign even starts? What if you could automatically optimize to ad placements that deliver a better return on investment and lower environmental impact? You can, with programmatic AU solutions.
We’ve been singing the praises of the programmatic applications of attention metrics since we launched our first programmatic integration in June of 2022. But today we’re incredibly proud to share a third-party study by Magna Media Trials, demonstrating how leading brands like CVS Health and Outback Steakhouse are using AU programmatically to drive better outcomes across a wide range of criteria.
Their research, conducted in partnership with Adlook and aptly titled “The Attention Advantage — Using Deep Learning to Boost Ad Performance,” reports some notable advantages AU optimization can deliver, such as:
- A 65% uptick in average AU
- An 18% decrease in average CPM for display and a 42% decrease in cost per completed video
- A 131% lift in awareness for AU-optimized in-context placements vs. non-contextual placements with no optimization
- A 28% decrease in emissions per impression, as measured by Scope3 (for more on AU’s environmental impact, see here)
Key to these gains is pre-bid optimization powered by AU. As highlighted by AdAge, this breakthrough solution uses Adlook's deep learning technology to measure impression quality before an ad even loads, shifting how companies evaluate and secure high-quality, attentive media.
To start seeing results like these on your next campaign, get in touch!