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AXA Uses Creative Attention Scoring to Drive Business Outcomes

Situation

AXA invests in media to acquire new business and grow customer relationships. AXA has had a robust Market Mix Modelling (MMM) program for well over a decade to assess the contribution of advertising tactics on business outcomes.

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Key Takeaways

  • A 5% lift in Attention Potential score resulted in a 12% increase in new business generation.
  • Creative Attention helps MMM predict ROI with a <10% margin of  accuracy on tested market.
  • The Attention Potential score explained 23% of AXA incremental new business generation.
  • The Creative Attention threshold for positive business growth was 57/100 or above.

5% lift in Attention Potential score resulted in a 12% increase in new business generation

Challenges

  1. Increased creative volume, partly driven by recent digital ad platform evolutions and increased GenAI use, made relying on traditional creative evaluation approaches costly and unaffordable to track at scale.
  2. Although AXA already measures creative effectiveness, quantifying accurately the contribution of ad creative to business outcomes through a single metric is still a step to climb.
  3. Marketing leaders wanted to speed up the MMM cycle with predictive ROI metrics – allowing more agile, effective messaging and placements against key audiences.
  4. AXA wanted to quantify the contribution of ad creative to business outcomes with a single metric, but that was proving difficult.

Approach

At the 2024 I-COM leadership summit in Malaga, Spain, AXA executives met leaders of Realeyes and saw a tech demo of PreView, an AI-powered solution that instantaneously rates video creatives with a Attention Potential score that instantly based on their propensity to drive viewer Attention and emotive reactions, which are mapped to sales outcomes. 

AXA and Realeyes partnered to test the system’s efficacy against real-world outcomes. They focused the study on a key market, Switzerland, using three years of campaign data including 40 video ads. 

In addition, AXA engaged its MMM agency partner, Ekimetrics, to lead an independent econometric study to determine the relationship between the Attention Potential scores and sales outcomes. 

Results

The experiment in the Swiss market demonstrated that creative attention data contributed to better predict potential campaign performance.

Results established that the Attention Potential threshold for positive business growth from AXA creative is 57/100 or above.

Analysis confirmed that the Attention Potential score drives 23% of AXA incremental new business generation, with a 5% lift in Creative Attention score directly delivering a 12% increase in new business generation. AI-powered Attention Potential score helps Ekimetrics’ modeling predict ROI with a <10% margin of  accuracy on the tested market.

Creative Attention scoring could enable AXA to transform both pre-launch assessments and post-campaign optimization.

Levers feature importance in overall performance:

Pie Chart: 23% Attention = new business driver
Timeline: Test Creative > Launch Creative > Review ROI

Timeline: ROI is a cold indicator of campaign performance, while attention data provides and earlier measurement of creative efficiency

AI-powered Attention Potential score helps Ekimetrics’ modeling predict ROI with a <10% margin of accuracy on the tested market.

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