Driving Toyota’s Brand Performance with Attention Optimization

  • Cases
  • August 31, 2023
  • Acceleration Sweden

​Toyota Sweden wanted to increase customer awareness and action for their digital advertising campaigns, improving overall ROI.  

THE AMBITION

Ensuring viewability is crucial for the effectiveness of ads. It is a standard metric in digital advertising used for optimization. However, being visible does not guarantee being seen, and up to 65% of all ads on desktop go unnoticed by consumers, especially in display campaigns.

Acceleration’s goal was to help Toyota Sweden generate consumer awareness and drive action through a campaign focused on promoting the electrical range of their hybrid electric car models. However, a major challenge was that the majority of viewable display ads went unnoticed by online users. ​

THE SOLUTION

Acceleration Sweden teamed up with The&Partnership, Xaxis and leading eye-tracking company Tobii to build a performance algorithm that considered the likelihood of attention and powered a performance display campaign for Toyota. Through a statistically representative online panel of 1600 people, Tobii collects data on what users are looking at on their screens and, more specifically, which ad placements get the most attention. ​

This is how the Attention Algo was born – a bid modifier algorithm that adjusts each bid in real-time based on the probability that the user will see the ad. ​By working closely with Tobii, we made Toyota’s data directly usable for programmatic optimization.​ The data showed that the fixation rate of certain ad placements varied during the week and time of day, as well as depending on ad size​.

Acceleration built the algorithm to take into account the day of the week, time of day, and ad size when evaluating each bid request​. Thanks to this algorithm, Toyota could achieve better results with the same investment.​

THE RESULTS

To measure the effect of the algorithm, Acceleration set up A/B testing. Acceleration’s brand lift study demonstrated that the results can be 100% attributed to the attention algorithm:

  • 116% increase in ad fixation rate**​
  • 77% lift in click-to-conversion rate**​
  • 23% increase in conversions**​
  • 64% higher ad recall**​
  • 60% higher consideration**​
  • 23% higher campaign attribute perception**​​

**compared to the control group exposed to ads not optimized on viewability ​

Access the case at: https://www.acceleration.biz/articles/driving-brand-performance-with-attention-optimization?market=Nordics