Sydney, Australia – Advertising agency company Publicis Groupe in APAC has teamed up with martech company Playground xyz to implement attention measurement and optimisation solutions across Publicis Groupe APAC clients’ digital ad campaigns.
The project expands on an ongoing partnership that has seen Playground help Publicis Groupe APAC clients test attention-based solutions and build a clear understanding of the actual levels of consumer attention their digital display advertising receives.
Next stages of the partnership will look to test how Playground’s attention solutions can be applied to other advertising approaches and channels, including contextual targeting and YouTube video ads.
Playground xyz’s ‘Attention Intelligence Platform’ uses real eye-tracking data from an opt-in panel, fused with AI to deliver attention measurement and optimisation.
Sapna Nemani, chief product and solution officer for APAC at Publicis Groupe said, “Brands have always been in the business of capturing and converting attention. Yet, as an industry, we have found it hard to quantify this, until now. The ability to measure attention meaningfully gives us an accurate perspective on effectiveness, and this is a game changer.”
Meanwhile, Rob Hall, CEO of Playground xyz, commented, “We’re continuing to find that attention time is an incredibly reliable and effective predictor of brand outcomes. It’s capable of unearthing hugely beneficial insights that will undoubtedly help brands more effectively formulate their strategies. Attention data is the missing ingredient in advertisers’ quests to secure maximum ROI and we’re incredibly excited to be helping Publicis’ clients realise its potential.”
