Publicis Le One optimized Ad Attention for Haleon's Sensodyne brand using TVision attention data, resulting in sustained increases in attention between February 2024 and April 2024
With the average TV ad attention hovering around 54%, optimizing for attention has emerged as an effective way for brands to increase the impact of their television ads. Improving viewer attention to TV ads is proven to increase brand awareness and recall. Studies show that for every one percent increase in Ad Attention, there is a similar one percent increase in brand recall.
In early 2024, Haleon, a global consumer health company behind the leading oral health brands Sensodyne, Polident and Parodontax, and TVision conducted an advertising optimization test aimed at enhancing the quality of TV buys and increasing attention to Sensodyne ads in the UK.
"Brand recall is an important factor in consumer buying behavior for CPGs," explains Phil Jackson, Global Digital Marketing Effectiveness Innovation Director at Haleon. "It was critical that we engaged with TVision to understand how to optimize our ad campaigns for attention."
TVision Analysis Identifies Trends in TV Advertising Attention
Leveraging data from its passive, always-on, opt-in panel of TV viewing households, TVision analyzed attention trends across 2022-2023. With person-level, second-by-second TV viewing data, TVision identified the best opportunities to cost-effectively and efficiently maximize attention.
TVision's analysis revealed that Haleon could significantly improve attention by making small optimizations across dayparts, day of week, channel and programming. For example, making changes to the types of ads that ran on weekends, and targeting specific audiences within key programming helped improve engagement.
In implementing the results of the TVision analysis, Publicis Le One, Haleon's agency of record, redistributed ad volume to increase Sensodyne's presence on specific channels and to prioritize high-performing programs on channels where they were already airing.
After the recommendations were implemented in early March 2024, TVision observed a notable increase in attention to Sensodyne ads. Sensodyne Ad Attention improved to 58% in March of 2024, from 54% in February. By April the Ad Attention had increased again, to 62%, a 14% increase in engagement in just two months.
"Because we were able to understand exactly where oral care ads capture attention best, we were able to make optimizations within the campaigns. This maximized the impact of Haleon's ad budget," explains Fabiano Madonna, NEU Digital Analytics Manager at Publicis Le One.
