giffgaff was chosen as the overall winner by a panel of senior commercial Mail Metro Media executives.
Dominic Williams, Chief Revenue Officer Mail Metro Media, said: “We were hugely impressed by the high volume and standard of entries. The wide variety of brands eager to win an attention-led campaign across all of Mail Metro Media’s platforms proves just how increasingly important and relevant the attention topic is in today’s media landscape. As the commercial home of MailOnline, the number one online platform for engagement, our advertisers know their campaigns have a much higher chance of being seen and remembered, with a greater effect on brand choice. Congratulations to giffgaff for a brilliant entry, and thanks to all of our other entrants, who made it very difficult to choose one winner!”
Georgina Bramall, Marketing Strategy and Planning Director at giffgaff said: “As an insight-led, member-first driven brand, at giffgaff we have our sights set firmly on ensuring our campaigns are not only creative, engaging and relevant to an ever-changing consumer landscape, but that we are ultra-targeted and share a ruthless consistent message. We’re super pleased to have been awarded this recognition and would like to extend our thanks to our partners at Havas, who worked with us to bring this campaign to market.”
Mail Metro Media worked in partnership with Lumen to create ‘Centre for Attention’; surveying over 2,500 MailOnline readers using a deterministic eye tracking methodology to analyse premium digital ad formats across desktop and mobile. Knowing attention drives ad recall and provides uplift to brand consideration, says Mail Metro Media, the Centre of Attention study set out to prove that digital can be effective for brand advertising, by assessing homepage takeovers, sponsored content, and video and high impact brand formats to understand performance in relation to attention.
According to Mail Metro Media, key findings from the Centre for Attention research show that premium display ads on MailOnline can deliver up to seven times greater attention than standard format benchmarks. Premium formats not only lead to increased attention, but also significantly boost brand recall and consideration. Other key findings include how multiple ad exposures of the same brand on the same page, contextual and audience relevance, all have benefits that can result in improvements to attention.
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