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 maximize sales, ROI, and 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 approach enabled Danone to evaluate how prioritizing consumer attention could influence both sales and engagement metrics.
The Challenge
Danone’s goal was clear: increase awareness and drive sales for its Skyr range while introducing new SKUs in an increasingly competitive yogurt market.
Campaign Objectives
- Drive sales uplift for the Danone Skyr product range, including four new SKUs.
- Test the effectiveness of attention-optimized strategies versus traditional viewability-focused methods.
- Enhance ROI by focusing on attention as a key performance metric.
- Strengthen brand presence in the competitive yogurt category through innovative formats.
The Strategy
With Teads’ support, 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
The campaign delivered outstanding results, showcasing the power of attention-optimized advertising:
- 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%.
- Higher ROI: Attention-based campaigns achieved twice the ROI (€1.06) compared to viewability-based campaigns (€0.49).
- Sustained Engagement: The campaign maintained momentum well beyond its run time, with sales remaining strong during the post-campaign period.
- Attention Metrics that Matter: Attention optimizations delivered a +9% lift in total attention volume compared to a viewability-based strategy, with a discrepancy of up to +16% during the final two weeks. Attention per impression also rose by 38%, highlighting the impact of optimizing for attention.
By focusing on attention as a key metric, Danone demonstrated that what truly matters isn’t just what’s technically viewable but what’s truly seen and thus can be remembered. This shift from viewability to attention drove measurable sales while proving that high-quality, strategically optimized ads deliver real value for brands and consumers alike.
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