A 60-second attention product that lifted attention 15%+
WPP Media
Samraj Matharu built a 60-second DV360 attention product that lifted measured attention by more than 15% against default optimisation. It turned attention from a post-campaign report into a live buying signal, and became a repeatable product traders could apply across accounts rather than a bespoke analysis.
15%+
lift in measured attention
60 seconds
to deploy on a DV360 line item
Context
Attention measurement had become credible, but it mostly arrived after the money was spent — as a scorecard rather than an input.
The problem
Buying teams could report on attention and could not buy on it. Anything requiring a bespoke data science build per campaign was never going to scale.
Approach
- Encoded attention scores as a custom bidding signal usable directly inside DV360.
- Packaged it so a trader could apply it to a line item in about a minute, with no bespoke build.
- Validated the lift against default optimisation before it was offered to clients.
- Documented the method and trained trading teams on when it was and was not appropriate.
Result
More than 15% lift in measured attention, and a sustainable-attention variant that unlocked multi-million incremental investment from advertisers who wanted lower-carbon delivery without giving up performance.
A signal that takes a data scientist to deploy is a pilot. A signal a trader can apply in a minute is a product.