Coca-Cola

Premium contexts unlock Coca-Cola’s strongest attention and impact.

CLIENT BRIEFING

Coca-Cola Chile sought to deepen its understanding of how creative performance and digital environments influence user attention within its online video campaigns. The brand wanted to explore how predictive attention models and real-attention measurement could work together to reveal the true impact of its activity in premium environments. To achieve this, Coca-Cola aimed to evaluate how different content verticals, devices, and levels of inventory quality shaped audience engagement in the Chilean market. Their goal was to pinpoint how creativity, placement quality, and audience behavior collectively contribute to building stronger awareness and relevance across digital ecosystems. Ultimately, the request centered on gaining actionable insights that would guide future media and creative strategies based on a richer understanding of attention.

SHOWHEROES AD SOLUTION

ShowHeroes partnered with Coca-Cola Chile to run one of the market’s first dual-attention measurement tests, combining predictive and real-attention models to assess the true impact of the brand’s online video campaigns. Through this initiative, ShowHeroes analyzed both the potential for attention and the actual attention captured during exposure, examining how various content verticals, devices, and inventory contexts influenced viewer engagement. The results highlighted a strong alignment between both methodologies and revealed that News, Entertainment/Music, and Sports were the most effective environments for sustaining user attention. Desktop placements delivered the highest attention quality, while mobile provided broad reach. These findings equipped Coca-Cola with a clear understanding of which contexts naturally elevate awareness and emotional connection, enabling the brand to prioritize the environments that maximize engagement and enhance its impact in the Chilean market.

27.10% over the average APM across IAB Food & Drinks