A Game-Changing Solution Drove Results for the Domino’s Brand
A Powerful Fusion for Context, Creative & Attention to Amplify Consumer Awareness and Drive Sales
Domino’s enlisted GumGum’s contextual expertise combined with Playground xyz’s Attention Intelligence Platform (AIP) to cut through a competitive advertising landscape for their ‘50% Off’ campaign.
Domino’s was aware that context could play a key role in this effort, but were curious to find out if leveraging attention signals could more effectively optimize their approach, amplify consumer awareness and ultimately, increase pizza sales.
GumGum and Playground xyz teamed up to develop a global-first, game-changing solution for the Domino’s brand:
By combining context and attention, GumGum and Playground xyz achieved outstanding results for Domino’s ‘50% Off Campaign.’
The top-performing categories to secure the highest level of Attention Time included Business, News and Education and Health and Fitness. GumGum Verity™’s in-depth contextual intelligence expertise worked to identify Health and Fitness as a targeting category - an optimization opportunity that may have otherwise been missed with a more standard contextual approach. (The Health and Fitness category is in contrast with what pizza and other fast-food retailers traditionally target)
The combination of Verity™ and Playground xyz’s AIP worked to identify the contextual categories securing the highest levels of Attention Time for the Domino’s ad - quickly highlighting clear, actionable trends.
Optimization opportunities that may have been missed due to traditional thinking or assumptions were also identified, further proving the power of context and attention working together to boost campaign success.
Attention Time is an incredibly effective metric for measuring quality and performance of ads in contextual environments and identifying routes for optimization.
GumGum is excited to bring this game-changing solution to more global advertisers. For more information, fill out the form below.
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