Tabii

To succeed, Tabii needed more than just visibility; it required a strategy that would not only capture the audience’s attention but also sustain it longer than typical ad exposure. Recognizing that simple commercial visibility wouldn’t be enough, Tabii's marketing team developed a campaign designed to achieve high engagement and memorable brand recall.

Consumers are exposed to an average of 4.000 brand messages per day. This message density is a major problem for all brands that want to attract consumers' attention. However, for Turkey's newest OTT platform Tabii, which has just entered a category with intense competition, was one of the obstacles that needed to be solved.

It was not enough for us to ensure the visibility of the main commercial describing the platform features. We had to capture and maintain the attention of our target audience more than the average ad.

To meet this objective, Tabii employed innovative technology and a data-driven optimization strategy. The campaign was centered on the use of Adelaide’s real-time attention measurement technology, integrated directly into the platform's creative materials. This integration allowed the team to capture precise data on user attention levels, enabling them to fine-tune the campaign for maximum impact.

But monitoring attention alone wasn’t enough. The team utilized Copilot, an artificial intelligence-based optimization algorithm, to analyze and optimize the campaign dynamically. Copilot, which had never been used in a video campaign in Turkey before, helped optimize the creative's placement, inventory consumption, and creative positioning based on real-time attention scores.

Adelaide’s technology allowed Tabii to track how viewers engaged with the campaign and how long their attention was sustained throughout the video. Leveraging this data, the Copilot algorithm made adjustments to the campaign in real-time, balancing consumption, targeting inventories, and adjusting creative placements where user attention was highest. This approach aimed to optimize the campaign continuously for better performance, ensuring that the campaign would drive the highest level of engagement possible.

Tabii’s attention-driven campaign proved that leveraging cutting-edge technology and real-time optimization can dramatically increase user engagement and brand recall. By focusing on the metric of selective attention and using tools like Adelaide’s attention measurement and Copilot’s AI-based optimization, the brand was able to surpass its objectives. Not only did Tabii stand out in a competitive market, but it also created a memorable experience that drove both immediate and long-term results. This campaign exemplifies how data-driven strategies, when executed with precision, can lead to impactful and measurable success in the digital advertising space.