haleon

When consumers don’t feel culturally represented in online advertising, they’re less likely purchase from certain brands. Which is why some brands, including Haleon-owned over-the-counter pain medication Panadol, are making an effort to be more inclusive in their messaging.

Sensodyne wanted to do more than just get a sense of whether people were paying attention to its TV ads – it also wanted to optimize for attention.

Electronic Arts is done slow-rolling into advertising. Plus, Sensodyne is experimenting with “content credentials” for its digital ads.

The results of Haleon’s recent test of Adelaide’s attention scoring solution within Amazon’s DSP could strengthen the case that low-attention inventory isn’t worth buying.