Creating a new way to measure cross channel ad effectiveness based on attention, rather than impressions

Client: OneCall

The digital advertising industry is at a crossroads—consumer attention is declining, while media fragmentation is increasing. Advertisers struggle to measure true impact, as metrics like CPM fail to reflect the real value of an ad. OneCall, a leading telecom brand in Norway, faced the challenge of making a reduced media budget work harder in an increasingly competitive landscape.

To address this, OneCall partnered with GroupM to revolutionise its media strategy. We began with The Impact Study, a groundbreaking research initiative developed with Kantar, which analysed how different formats and channels drive brand impact. This study produced 350 unique impact factors, leading to the creation of ImpactCPM, a brand-new media currency that measures ad effectiveness based on attention rather than impressions.

Armed with the insights, we then deployed our proprietary AI, which powered excellent budget optimisation, ensuring OneCall’s investment was dynamically allocated to the most impactful channels. Our AI executed over 1,000 real-time budget reallocations across 27 campaign strategies, integrating three major DSPs (Xandr, DV360, and The Trade Desk) to maximise efficiency across display, video, and digital audio - no specialist would have had the capacity to do this and make so many optimisations without the use of AI.

Outstanding results produced: +12% search traffic, +25% referral traffic, and +19% sales growth, setting a new sales record for OneCall.

This campaign didn’t just optimise media buying—it redefined it. By developing a new attention-based currency and leveraging AI-driven budget fluidity, GroupM and OneCall have set an industry benchmark for intelligent, data-driven advertising.