How can advertising effectiveness be reconciled with environmental responsibility? This is the question xpln.ai and WPP Media set out to answer for AXA as part of a campaign deployed in the United Kingdom, Germany, Mexico, and Thailand. The objective: to place the brand’s sustainability commitments at the very heart of its media strategy, maximising advertising attention while limiting the campaign’s environmental impact. 

To support this initiative, xpln.ai, the advertising attention measurement and optimisation specialist, conducted a pioneering study analysing the combined effects of advertising attention and carbon emissions. The goal was to identify the optimal combinations of formats, screens, and media environments capable of capturing audience attention while aligning with a more responsible media buying approach. 

Leveraging its measurement technology, which combines proprietary eye-tracking data with variables related to ad exposure conditions, xpln.ai assessed the attention generated by every impression delivered for AXA. This data was then cross-referenced with carbon emissions metrics provided by Scope3, enabling the creation of an analytical matrix based on two key indicators: attention time generated and associated greenhouse gas emissions. 

This innovative approach made it possible to identify the media strategies AXA should prioritise, those capable of efficiently generating attention while limiting carbon emissions, as well as those that required optimisation, reduction, or even removal. 

Beyond a simple assessment, the study highlights concrete optimisation levers, integrating both cost per attentive second and carbon footprint considerations. 

"We are delighted to have been supporting AXA for the past two years in optimising its media investments," said Massi Mekla, managing director France at xpln.ai. "With this multi-market, multi-platform study, we are introducing a new key campaign steering metric: carbon emissions per attentive second."

"By integrating attention measurement into our campaigns, we reduce advertising waste by ensuring our activations are genuinely seen," added Marine Gissy, global media lead at AXA. "Thanks to this study, which provides new insights into the combined effects of attention and carbon emissions, we are taking a further step in demonstrating that media performance and ESG commitments can go hand in hand. We are proud to extend our environmental initiatives to our media strategy."

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