Attention-Tested Formats Beat YouTube Skippable by 8% for Dacia.

+8%

Attention per 1000 versus YouTube skippable

87%

Viewability rate

0.45%

Click-through rate

Dacia did not assume its formats were working. Four ad experiences were run through an eye-tracking panel and measured against the benchmark everyone else uses, and the interactive execution came out ahead on attention as well as recall.

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The challenge

Full-funnel ambition, with no reliable read on attention

Dacia set out to raise brand awareness, engagement and purchase intent across France through a full-funnel digital campaign, using a range of formats to reach audiences at every stage.

The harder question was which of those formats actually earned attention rather than merely appearing. Standard delivery metrics report whether an ad had the opportunity to be seen, which is not the same as whether anyone looked. Without that read, the funnel logic is guesswork.

The strategy

Four formats, each measured on eye-tracked attention

The campaign ran four distinct ad formats, each offering a different engagement opportunity across the funnel. Classic focused on core messaging and video content. Skin Static held brand visibility throughout the video. Skin Animated added motion to reinforce brand elements. Skin Hotspot introduced interactivity, inviting users to engage directly. Every one of those experiences was then tested through the Lumen eye-tracking panel, measuring the attention and brand items each format actually generated rather than the impressions it delivered. That turns a media plan into an experiment. Instead of assuming that richer formats work harder, the campaign produced evidence for which ones did.

1
Discover across the full funnel
2
Activate four distinct formats
3
Optimise against eye-tracking
4
Interconnected with the wider site

5
Verify against an external benchmark

Professional Services delivered our most critical corporate event flawlessly. 98% uptime isn't just a number—it's peace of mind.

Marcus, CTO

The results

Ahead of market benchmarks on every measure that mattered

The campaign generated 8% more attention per thousand impressions than YouTube skippable advertising, alongside 87% viewability and a 0.45% click-through rate. The comparison is what gives the number weight. Attention metrics in isolation are difficult to interpret, but measured against the format most media plans treat as the default, an 8% advantage is a concrete planning argument. The interactive Skin Hotspot format generated the highest attention and recall of the four, confirming that inviting interaction outperforms simply adding motion.

+8%

Attention per 1000 versus YouTube skippable

87%

Viewability rate

0.45%

Click-through rate

missing

Why this matters for automotive brands

Dacia treated format selection as a measurable question rather than a matter of preference.

Attention is a plannable metric

Eye-tracking turns creative format choice into a decision backed by evidence.

Benchmark against the default

Comparing to YouTube skippable makes the result usable in a media plan.

Interaction outperforms animation

Skin Hotspot led on attention and recall, ahead of the animated variant.

Key Takeaways

Test formats, do not assume them
Four executions, one panel, and a clear answer about which worked hardest.
Opportunity to see is not the same as looking.
A feed that connects to full articles turns a quick scroll into a deeper read.

Invite interaction where you can
Invite interaction where you can The interactive format produced the strongest attention and recall.
Compare against what buyers already use
An 8% advantage over the default format is a planning argument.