Carlsberg Group is leading the charge in redefining how brands measure and maximize consumer engagement with two market firsts: it is the first to conduct an attention tracking study in China, and the first to use in-depth global attention research to create a brand bespoke attention model – an innovation set to reshape global marketing strategies across the group's portfolio.
In collaboration with iProspect, its media agency of record, and attention measurement specialists Lumen, Carlsberg Group has pioneered a global study into understanding the Carlsberg Effect, i.e., the effect attention has on driving brand outcomes. As part of this, they have completed the first attention tracking study in China, providing unprecedented insights into consumer engagement in one of the world’s most dynamic markets.
Utilizing cutting-edge eye tracking and predictive analytics, the study uncovers the most effective ways to capture and retain consumer attention across digital platforms, and has transformed how Carlsberg optimizes its media, creative and brand engagement strategies.
Carlsberg quote: "The insights from this study will be instrumental in shaping Carlsberg’s global marketing strategy. By continuing to work closely with iProspect and Lumen, the brand is set to leverage attention metrics as a key driver of campaign performance, ensuring its marketing investments deliver maximum impact across all markets."
iProspect quote: "By tapping into our strong credential in attention, we have provided Carlsberg with an opportunity to break new ground. Through multimarket research, which includes new and never before tested markets, we have built a highly robust, brand-specific attention data set which can then be translated into bespoke predictive models. This enables Carlsberg to accurately measure, identify and select the most valuable media exposures. This world’s first approach makes Carlsberg the standard-bearing brand for applying attention planning to media."
