Marketecture: Get Smart. Fast. Dailymotion’s push into attention measurement and AI
Jul 21, 2025
Nikhil Jain, VP of Insights and Marketing Solutions at Dailymotion Ads, shares insights on the company's innovative approach to attention measurement and AI. He discusses how attention is defined and predicted through advanced methodologies, including eye tracking. Jain reveals the importance of creative analysis, sentiment, and inventory quality in shaping campaign outcomes. He also highlights Dailymotion's use of video-level analysis to enhance targeting strategies and improve media planning, fostering a deeper understanding of audience engagement.
AI Snips
Chapters
Transcript
Episode notes
Attention as Strategy and Metric
- Attention is both a measurable output and a strategic input for campaign planning and optimization.
- Dailymotion uses AI and partnerships to predict attention and improve media quality and brand impact beyond vanity metrics.
Optimize Both Inventory and Creative
- Combine inventory quality and creative captivation to maximize attention.
- Use eye tracking and AI-powered creative analysis to improve digital ad effectiveness.
Attention Drives Brand Outcomes
- Attention optimization can improve short-term KPIs like recall and consideration.
- Using attention as a long-term strategy influences deeper brand outcomes like awareness and preference.