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  1. 2020

MediaCom

British Gas - The Value of Attention

Category:Effective Digital Media Buy

Client:British Gas

Everyone knows neither click rate nor engagements correlate to business outcomes, but many advertisers slip back into optimising to them. Surely there was a better way? We partnered with eye tracking company Lumen to link high attention impressions to sales, using predictive analytics inform buying.

High attention ads were 56% more expensive, however there was a 240% lift in conversions!