The primary mission of the campaign orchestrated by Adlook for National Express, under the aegis of mSix&Partners, was to explore and validate the effectiveness of optimizing advertising strategies towards attention metrics. This endeavor aimed to harness the potential of attention-focused advertising to enhance various key performance indicators, thereby providing a more efficient and result-oriented approach in a cookieless advertising environment.

Goals of the Mission:


• To employ Adlook's advanced 'Smart' platform strategically for advertising that directly influences ticket sales.

• To leverage attention metrics not only for improving ad relevancy and consumer engagement but also for increasing ticket sales conversions.

• To streamline the advertising supply chain, enhancing cost-effectiveness and reducing wastage.

• To foster National Express's growth by translating increased brand awareness and positive associations into higher ticket sales revenue.

The challenge for Adlook was to effectively leverage its proprietary contextual targeting tools and attention-based strategies to meet the objectives set by mSix&Partners for National Express. The campaign needed to:

• Showcasing Efficient Supply Chain Management: Implementing strategies that not only reduce wastage but also ensure each ad placement contributes to ticket sales.

• Improving Relevance and Engagement: Adjusting ad placements to create more meaningful consumer and motivate ticket purchases.

• Generating Quality Traffic: Refining targeting strategies to attract an audience with a higher propensity to purchase tickets.
• Boosting Brand Growth: Using high attention placements to elevate National Express's market presence in ways that translate into sales
• Reducing Emissions: Achieving a more sustainable advertising model by minimizing unnecessary ad impressions.

By overcoming these challenges, the campaign aimed to demonstrate the efficacy of attention-based advertising in achieving higher efficiency and effectiveness for National Express's advertising efforts.