GroupM MENA has revealed that it has enhanced attention metrics for a MENAT financial advertiser by leveraging DoubleVerify’s Authentic Attention tool and optimising it with GroupM’s proprietary AI copilot.
This approach resulted in a 6 per cent increase in engagement scores, an 11 per cent rise in user presence and an 18 per cent boost in ad interactions, the agency revealed in a statement to Campaign Middle East.
These improvements enabled the client to surpass their annual website session targets and elevate brand awareness in the region.
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Hicham Auajjar, Regional Managing Director of Practices and Solutions at GroupM MENA, said, “Brands are demanding more tangible and measurable marketing investments. We are delivering outcome-based results for our clients through our investment in AI and proprietary technology to deliver measurable outcomes.”
Aujjar added, “Our innovative partnership with DoubleVerify, leveraging their unique attention measurement capabilities, coupled with our proprietary technology underscores our commitment to enhancing campaign effectiveness and delivering superior results for our clients.”
GroupM MENA initiated a brand test campaign with Mindshare MENA over a four-month period leveraging client’s site centric data.
By identifying audiences and delivering tailored creative messages, the campaign reached aware users with specific content and engaged new users with introductory creatives. This strategy drove higher-quality traffic, reduced bounce rates, and increased time spent on the site.
DoubleVerify ensured the ads appeared in brand-safe environments, further enhancing the campaign’s effectiveness.
DV’s Authentic Attention tool is a privacy-friendly data solution that does not rely on persistent cookies, and provides real-time, impression-level insights to measure campaign performance. This tool offers a comprehensive Attention Index, which shows marketers how campaigns perform based on over 50 data points calculated in real time.
The data points fall into one of two broader categories related to exposure and engagement. Exposure measures ad presentation on devices and looks at dimensions such as share-of-screen and time-in-view, while engagement measures interaction with the ad.
