Privacy-proof attention delivers 16% more impact for gio coffee
In a digital environment where most campaign metrics stop at viewability, Gio Coffee decided to look further. Together with Opt Out Advertising and WallyMatters, the brand explored how to measure real attention without relying on personal data.
The result: a 16% increase in attention, fully achieved in a privacy-compliant way.
From visibility to measurable impact
Most metrics indicate whether an ad was seen. but gio coffee wanted to understand if their message was truly noticed and remembered. By using the attention score model from WallyMatters and the privacy-first network of Opt Out Advertising, they gained deeper insights into how their ads actually performed.
With the attention score, we’ve unlocked deeper insights into our ad performance, without relying on personal data. This opens the door to even smarter, privacy-first optimizations in future campaigns.” Says Lisa Bakker, Performance Marketer at Gio Coffee
How attention was measured without personal data
WallyMatters used a model with several parameters to measure attention. This included an analysis of:
- Time in view
- Ad format
- Context where the ad is visible
With this approach, Gio Coffee achieved an attention index of 116 compared to the benchmark of 100. On mobile devices, attention was twice as high as on desktop.
Ready to optimise your campaigns with privacy-first solutions? Contact us at info@optoutadvertising.com to learn more about how Opt Out Advertising can help you achieve great results whilst respecting user privacy.
