Coca-Cola taps attention metrics to enhance campaign effectiveness

Maya Yegorova

High attention scores can provide various advantages to brands, including a boost in performance metrics and a reduction in waste.

Coca-Cola, the beverage giant, has found that tapping into attention metrics can provide various benefits for its brands, such as identifying which media generate the most value and potential opportunities for reducing ad waste.

Through a tie-up with attention measurement firm Adelaide, Coca-Cola also found that ads with high attention scores typically boost certain key performance indicators (KPIs), such as ad recall, purchase intent and favorability. And, it discovered, reallocating budgets to higher-attention impressions can yield double-digit lifts in brand metrics without increasing spend.

“In order to improve efficiency, in order to be able to understand what particular media is...

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