Domino's: How a powerful fusion of context and attention increased campaign effectiveness

Shannon Bosshard, Nick Crowe

Domino's, a pizza restaurant chain, used a combination of attention and contextual data to better inform advertising placements in the UK, and identify and test new ways to maximise meaningful awareness of their "50% Off Value" campaign.

Campaign details

Brand: Domino's Brand owner: Domino's Entrant company: Playground XYZ Market: United Kingdom Sector: Restaurants & takeaways Budget: Up to 500k

Executive summary

This entry sees one of the largest restaurant chains in the world use a combination of attention and contextual data to better inform advertising placements. As the open web moves towards the depreciation of the cookie, brands are seeking an alternative solution to measuring media effectiveness. A solution built on a foundation of science, and one that directly measures human behaviour without relying on third-party...

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