Global marketing group, dentsu, will integrate attention data from eye-tracking research within Co-op stores into its retail media planning tool, offering brands deeper audience insights, greater media planning precision and enhanced campaign effectiveness.

Attention data to deliver eye-catching campaigns

The integration brings together original data from comprehensive global research combined with an eye-tracking study, conducted by attention specialists Lumen Research on behalf of Co-op Media Network.  

“By bringing Co-op’s in-store attention data into Dentsu’s planning tool, convenience media now sits alongside mainstream channels in the planning process,” Dean Harris, Head of Co-op Media Network, said.  “It’s no longer a bolt-on or an afterthought – it’s right where it belongs.”

Rethinking the role of Retail Media Networks (RMNs)

Findings from the research showcase the effectiveness of RMNs, especially when deployed across convenience retail formats.

It showed smaller stores provide over twice the opportunity fro customers to see certain products, with ads served to shoppers generating x3 more attention when compared to campaigns delivered in larger store environments.

It also showed that small store RMNs saw quadruple the brand recall compared to large store campaigns, challenging the perception that in-store media lacks the impact of major advertising channels, such as social media and OOH ads.

“Retail media is rapidly evolving into one of the most influential advertising channels,” Katie Hartley, MD – Product and Innovation at dentsu, said.  “Historically, it has been viewed as tactical rather than strategic, but this research and integration proves otherwise, reshaping how brands approach in-store advertising.” 

Powering precision in retail media

The integration of real-world attention data into dentsu’s planning tool offers brands deeper audience insights and greater precision in media planning. Users of dentsu’s retail media tool will now be able to quantify the volume of attention generated by different in-store advertising formats, ensuring more strategic investment decisions.  

“This integration underscores the growing importance of attention data in shaping effective media strategies,” Mike Follett, CEO of Lumen Research, commented.  “Brands that prioritise genuine consumer attention will ultimately drive stronger recall, engagement and conversion rates.”