Publicis Groupe partners with Playground xyz for real-time optimisation play

Publicis Groupe Australia has partnered with marketing technology company, Playground xyz to enable the measurement and real-time optimisation of digital media buying based on how much attention an ad receives.

Publicis Groupe ANZ’s chief product officer, Jason Tonelli, said that while others are using attention platforms as part of their planning process, Publicis clients will now be able to have their digital campaigns measured and optimised programmatically.

A pilot campaign with luxury retail brand Oroton, a client of Publicis agency, Spark Foundry, found that as a result of implementing attention scoring and optimisation, there was a 25% lift in conversions and a 20% decrease in cost per acquisition, (CPAs).

Tonelli commented: “At Publicis we’re focused on using attention data to drive business outcomes for our customers. In partnering with Playground xyz, the advertisers we work with are now able to access the data to deliver the most attention-grabbing ads to the most attentive audiences in real-time.”

Oroton’s marketing and digital GM, Prue Thomas, said: “This presents a major opportunity for us to evolve our planning, measurement and optimisation, and ability to reduce wastage.”

As part of the partnership, Publicis is using Playground xyz’s Attention Intelligence Platform (AIP) inventory scoring capability to index publisher websites on both mobiles and computers based on how long an ad is actually looked at.

“This allows Publicis agencies to use one platform to ‘close the loop’ from planning to measurement and all the way to activation – an end-to-end integration that is the first of its kind globally, made possible by Playground xyz’s market-leading technology,” Tonelli said.

Playground xyz, CEO, Rob Hall, added: “Attention Time is an amazing metric as it’s so predictive of brand outcomes. The tailwinds are building behind this becoming a new currency for media and the next frontier is a real-time activation in the programmatic ecosystem. This innovative partnership with Publicis does just that.”

Playground xyz was named the winner of the IAB’s inaugural Measurement Award for Ad Effectiveness for its Attention Intelligence Platform, which uses eye tracking data from an opt-in panel fused with AI to deliver attention measurement and optimisation.


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