Case study: P&G ‘saves up to 25%’ of its digital ad budget with eye tracking technology

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P&G worked with eye-tracking technology firm Sticky to optimise its digital branding campaigns. This case study looks at how the consumer packaged goods giant saved up to 25% on some of its campaigns by ensuring the ads it paid for were seen by consumer online.

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Brand: P&G | Sector: FMCG, Food and Beverage | Country: UK | Agency/partner; Sticky, Eyetrackshop | Objective: brand awareness and favourability | Format: Media buying, Eye tracking, analytics|

Sticky’s online eye tracking technology measures what ads consumers see and don’t see across entire P&G ad campaigns.

“Applying Sticky's tracking to our digital media campaigns will help us to optimise and increase our ROI on digital marketing investments in some campaigns up to 25%”, says Krister Karjalainen, Head of Digital at P&G Nordic.

Sticky’s solution which is built on a state-of-the-art eye tracking technology that uses consumers’ own eye movements to verify what ads they have looked at, differs from viewability or inscreen, which only indicates if the ad had an opportunity to be seen – not if it was seen.
“Data shows that 1/3 of all viewable impressions are never seen by anyone. Don’t settle for inscreen when you can be seen.”, says Darren Hamer, Managing Director of Sticky UK.

The research P&G has executed with Sticky, is now nominated at IAB European Research Award.

“We are very proud to have P&G as our first clients to embrace this new technology that will revolutionise the way Online Ads are being planned, purchased and evaluated” says Jeff Bander.

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