In addition, we partnered with eye-tracking advertising research company, Lumen Research in a pioneering move to measure the campaign’s attention metrics. As brands look to connect with target audiences in a more meaningful way, attention is emerging as a new and increasingly important value of campaign success. Taking into account factors such as dwell time and scroll rate, it’s a deeper measure of user engagement compared to standard industry metrics.
The team developed original campaign creatives capturing relatable scenes of family outings, along with striking outdoor landscapes, using an In-Screen Expandable – a high-impact unit that expands as the user swipes up (on mobile) or hovers (on desktop) – and In-Screen Embedded Video, which plays at the bottom of a screen with a user-initiated sound and banner. GumGum and Wavemaker designed a bespoke targeting strategy, placing Mini in amongst contextually relevant, premium environments across news, tech and lifestyle content.
In-SCREEN EMBEDDED VIDEO
Insight & strategy
Breaking new frontiers in measurement, the Lumen study showed that, for attention per 5,104 impressions, the In-Screen test ad commanded 2.7x higher attention than the Double Mid-page Unit ad it was tested against. The average dwell time for the GumGum ad was similarly impressive, performing 2.6x better than other high impact formats, while its average viewable time was 6x higher.
Better than other High-impact Formats
Avg Viewable Time was 6x Higher
Standard metrics from the campaign were just as compelling. The In-Screen Expandable unit was a top performer, with a click-through rate of 0.94% and viewability of 93.7%. The campaign easily outdid engagement benchmarks, too, with a 6.39% desktop engagement rate and a 12.78% mobile engagement.
Little wonder, then, that the MINI Countryman unit was perceived as more positive, suitable and premium compared to other car ads in the Lumen analysis, with higher-than-average levels of recall. It also held a tantalizing element of intrigue: half of respondents wanted
to know more.