Coca-Cola taps attention metrics to enhance campaign effectiveness

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands