Garnier Game Ad Campaign Achieves 7x Industry Benchmark

How Garnier Achieved 7x the Industry Benchmark in Video Game Ad Attention

iion teamed up with Amplified Intelligence to enhance the impact of game advertising campaigns for the global cosmetics brand Garnier.

Garnier saw an opportunity to make their ads more engaging and memorable in a digital world where capturing attention is increasingly valuable. 

How Amplified Intelligence defines the level of attention:

• Active attention: Directly viewing an ad.
• Passive attention: Eyes on screen but not on the ad.
• Non-attention: The face is not detected — the eyes are not on the screen or the ad being shown.

Understanding these levels of attention is crucial for measuring the effectiveness of digital ads and ensuring they resonate with the target audience.

The Solution

iion and Amplified Intelligence strategic approach consisted of three key elements:

• Strategic ad placement: Using iion's immersiion platform, Garnier positioned ads in prime intervals within games, such as between levels and during breaks.
• Targeted gaming environments: The campaign focused on "Around the Game" placements on mobile and tablet devices due to the high level of engagement it can deliver. The games that were specifically targeted were casual, simulation, lifestyle, and single-player games.
• Advanced attention measurement: Amplified Intelligence’s attentionPROVE product is integrated into iion’s immersiion platform, using real-time impression data and human viewing data to calculate attention metrics specific to the campaign and audience.

Performance & Results 

The Garnier campaign's "Around the Game" display and video ads achieved impressive results, reaching 674,343 impressions, running from March 4 to April 13, 2024.

• Display ads also exceeded expectations, with active attention rates that were nearly 4x of the industry benchmark.
  • Garnier Display Ads: 1.48 seconds of active attention
  • Display Ads Industry Benchmark: 0.40 seconds

• Video ads performed exceptionally well, holding attention over 7x of the industry benchmark.
  • Garnier Video Ads: 7.38 seconds of attention per impression
  • Video Ads Industry Benchmark: 1.10 seconds
• Garnier’s banner ads achieved an average active attention of 2.4 seconds per impression and total attention of 12.3 seconds per impression. 

The Bottomline

iion and Amplified Intelligence's collaboration with Garnier showcases the power of combining innovative game advertising with precise attention measurement.

Key Achievements:

• Boosted brand visibility
• Set new benchmarks in ad recall
• Increased brand familiarity
• Improved purchase intent

Takeaway:

‍By focusing on quality engagement in high-attention content like gaming, brands can significantly enhance their marketing impact and achieve measurable improvements across key performance indicators.

“The advertising industry has long been moving towards attention as a key metric in media measurement to supplement an inventory of incomplete impressions. Brands want more effectiveness & efficiency from their media budgets and capturing real data on human attention and emotional ad engagement has been shown to consistently propel forward business outcomes. Our joint efforts with iion prove precisely why ensuring ads are not just viewed but actually resonate with the target audience is critical to setting benchmarks in brand recall and mental availability. In-game advertising is a progressively maturing industry that needs to be prioritised in media strategies and the results from our collaboration showcase how measurable advancements across key performance indicators can be derived by harnessing the power of high-attention activities like gaming.”

Alex Khan, EVP Global Partnerships & Strategy at Amplified Intelligence

Are you ready to transform your brand's engagement and set new records in ad recall, brand familiarity, and purchase intent?

Don't let your ads go to waste. It's time to play the game and win your audience's attention.