Success Story

Client

Attention Influences Incremental Sales Lift for Danone’s Skyr Product Range

+16%

Peak attention lift

ROI (Attention-based vs. viewability)

+50%

Sales lift (Attention-based vs. viewability)

Industry

CPG

Business Size

Large Business

Outcomes

Incremental Sales Lift

Region

EMEA

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The Challenge

Danone, a global leader in dairy and plant-based products, partnered with Teads to launch an innovative campaign to support its Skyr range, including four new products. The campaign aimed to drive awareness by leveraging attention-optimized strategies across screens in the competitive dairy market.

Conducted in France, the campaign used Teads’ platform to test the impact of attention-optimized delivery compared to viewability-based strategies. This enabled Danone to evaluate how prioritizing consumer attention could influence engagement and sales metrics.

The Solution

Danone launched a data-driven campaign that leveraged Lumen’s attention measurement to dynamically optimize both context and creative delivery in real time. Contextually relevant inRead units were used to maximize attention across screens, and comparative testing across regions demonstrated the impact of prioritizing attention over viewability.

Key elements of the strategy included:

Attention Optimization in Real Time

Using Lumen’s attention measurement data, Teads optimized the campaign dynamically, allocating budgets and formats where attention was highest. This ensured the campaign resonated deeply with its audience.

Comparative Testing

Three geographic zones were selected for testing – one with attention-optimized ads and the other with viewability-optimized ads. This allowed Danone to directly measure the impact of each strategy on sales and ROI.

The Results

Boosted Sales

Attention-optimized ads drove a 2.1% sales uplift, outperforming both viewability optimization (1.4%) and category benchmarks (1.3%). Sales of flagship products saw an even greater lift of 2.8%.