In-Marketing Campaign: Domino’s Tests Contextual and Attention Technology

Domino’s UK and Ireland recently tested how contextual and attention technology could help the pizza chain stay ahead of its competitors in a crowded market. Domino’s worked with GumGum and Playground xyz to help maximize consumer awareness of its “50% Off” campaign in 2022.

Kerry Morrow, Senior Media Manager at Domino’s Pizza Group, said amplifying the brand’s great value for money and delicious pizza is an important part of their strategy. “We’re always looking for fun and engaging ways for customers to connect with our brand. We tried something new with this national 50% off campaign, testing out how contextual and attention technology could help us identify where our ads could attract the most attention.”

technology contextual and attention technology campaign

Phil Schraeder, GumGum CEO, expressed excitement to partner with Domino’s to be the first to test out how contextual and attention, interact on a dynamic and engaging campaign. He believes advertising is all about connecting with the consumer. “In order to really connect, brands need to find the moments where people are in the right mindset to receive your message or call to action. Seeing Domino’s ability to boost their ROAS by close to 400 percent with a campaign based on contextual and attention insights is just the beginning of what is to come.”

Rob Hall, CEO of Playground xyz, believes attention signals could be an incredibly effective feedback loop for optimizing contextually targeted campaigns. “Our research has proven the theory and achieving such strong results for Domino’s really highlights how powerful this approach can be. For advertisers looking to succeed in the attention economy without having to rely on cookies and identifiers, attention-powered contextual targeting is the future.”

This was also the first time for GumGum and Playground xyz to have combined their technologies into an in-marketing campaign. Domino’s integrated the capabilities of GumGum’s Verity accredited contextual platform, and Playground’s Attention Intelligence Platform (AIP). This optimized campaign delivery to the most relevant contextual categories where consumer attention on Domino’s ad was highest.

Domino's technology contextual and attention technology campaign

GumGum and Playground say the future of digital advertising lies in the relationship between context, creativity, and attention. The approach used for Domino’s campaign and the potential for contextual and attention technologies to transform how brands approach digital advertising is something both companies are looking to develop in 2023 and beyond.

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Nandika Chand