Media House, part of the Wavemaker network, has consistently relied on Eskimi to help expand clients’ reach and improve campaign effectiveness. With innovative rich media formats and precise audience targeting, Eskimi has enabled Media House to deliver impactful and cost-efficient media solutions.

This time, Media House turned to Eskimi for the Nordika shopping center's back-to-school campaign, designed to capture consumer attention and drive traffic to the school fair. The campaign delivered impressive results – combining dynamic ads with countdown timers with Lumen’s attention tracking. 
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Expanding engagement through attention-driven advertising

Nordika’s Back-to-School campaign focused on reaching new and returning customers. The primary goal was to drive awareness of Nordika’s school fair among adults aged 25-44 in Vilnius.

Eskimi’s advanced DSP platform powered the campaign with engaging media creatives with countdown timers designed to grab attention and encourage engagement. 

Meanwhile, Lumen’s attention-tracking technology provided detailed behavior metrics on attention rate, view duration, and attention index, helping optimize attention during the campaign – for maximum ROI. 

“We most value the ability to adapt, respond quickly, and the drive to improve. We appreciate Eskimi's ideas with interactive visuals that attract many users,” shared Karolina Visockytė, Digital Project Manager at Media House.
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Driving attention through dynamic countdown ads‍

The campaign, running from August to September, targeted adults aged 25-44. Ads were strategically displayed between 7 AM and 11 PM to maximize visibility and engagement during peak activity hours. This two-part campaign included:

1. Back-to-School Campaign: Focused on reaching new and existing customers to raise awareness of the school fair.
2. Retargeting Campaign: Specifically targeted users who engaged with the Back-to-School campaign ads or clicked on the creative.

The creative approach included dynamic ads with countdown timers that paired eye-catching designs with a sense of urgency. These ads drove users to engage with the content, producing attention metrics well above market standards.

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With Eskimi’s support, the campaign surpassed its 70% viewability goal, achieving a remarkable 78% viewability rate, which indicates whether an ad impression had the opportunity to be seen. 

Other metrics measured with Lumen technologies also exceeded expectations. APM – the total duration of visual attention that ads receive for every 1,000 impressions – was 82% above the benchmark. Average view time – the average time a viewer spends actively looking at an ad per measurable impression – was 50% higher than the standard. And a view rate – the percentage of times an ad was seen by viewers – was 35% above the benchmark. 

Lumen’s detailed reporting also revealed that the 728x90 banner format was the most effective for capturing attention, offering valuable insights for future campaigns.

“Lumen’s attention tracking helps us identify the most attention-grabbing formats, enabling us to leverage these well-performing formats in future campaigns to achieve optimal results,” added Karolina.
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Leveraging metrics to optimize performance

The campaign delivered impressive attention results:

• Back–to–school campaign: Nearly 32% of impressions captured at least one eye fixation – 10% above market standard. The standout format was the 728x90 banner, achieving a 46% view rate.
• Retargeting campaign: Targeted users who interacted with Back–to–School ads, achieving a 24% view rate and identifying optimal formats for future use.
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Key takeaways

• Partnership: The collaboration between Media House, Nordika, and Eskimi showcased the power of innovative ad formats, precise targeting, and data-driven strategies.
• Innovation: Eskimi’s dynamic ads with countdown timers and Lumen Attention Tracking provided detailed data on audience behavior, ensuring campaigns were engaging and optimized for high attention.‍
• Results: By exceeding attention and viewability benchmarks, the campaign successfully captured consumer interest and created a strong foundation for future campaigns.
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