"This innovative approach made it possible to identify the media strategies AXA should prioritise, those capable of efficiently generating attention while limiting carbon emissions, as well as those that required optimisation, reduction, or even removal."
"Leveraging its measurement technology, which combines proprietary eye-tracking data with variables related to ad exposure conditions, xpln.ai assessed the attention generated by every impression delivered for AXA."
A campaign by xpln.ai and WPP Media for AXA aimed to integrate sustainability into advertising strategies across multiple countries. The initiative focused on maximizing advertising attention while minimizing environmental impact. A study was conducted to analyze the relationship between advertising attention and carbon emissions, identifying optimal media formats and environments. By using eye-tracking data and carbon metrics, the study provided insights into effective media strategies that generate attention with lower emissions, highlighting optimization opportunities for AXA's media investments.
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