Toyota sees huge conversion boost from eye tracking campaign


Today, global automotive company Toyota has announced the results of its successful attention optimised campaign, including a 77% boost in click to conversion rates.

Toyota attention drive

Toyota wanted to drive consumer action with a campaign for its hybrid electric car models, but was faced with the challenge that the majority of viewable display ads are not seen by online users. 

Marketing network The&Partnership, Xaxis, GroupM’s outcome media specialist and Acceleration, WPP’s media modernisation experts, teamed up with eye-tracking company Tobii and leveraged their cross-discipline skills to build an attention optimisation algorithm that powered a performance display campaign for Toyota.

Tobii delivered data from its online eye tracking panel, including data on which placement IDs have historically received high attention. 

The data was broken down into numerous dimensions such as weekday, time of day and ad size. 

The&Partnership, Xaxis and Acceleration used the data to create a performance algorithm that takes into account the likelihood of attention.

In Summer 2022, the algorithm was used in a campaign where an A/B test was conducted across a control group which was served a viewable impression without the attention optimisation algorithm and a test group which was served the same impression with the algorithm. 

The outcome was a 77% lift in click to conversion rate and a 23% increase in conversions.

This attention optimisation strategy built on a previous highly successful awareness campaign, which ran in Spring 2022, and was used by Toyota to inform consumers how far its hybrid electric car models can travel powered by electricity. 

This initial awareness campaign delivered a 64% uplift in ad recall, 60% higher consideration from consumers and 23% higher campaign attribute perception when compared to the control group. 

As a result, Toyota decided to expand its highly optimised, always-on campaign to achieve lower funnel performance as well.

Jan Casserlöv, Marketing & CEX Manager at Toyota, said: “We are very impressed by the results achieved with the algorithm. Based on this, it is an easy decision to continue using it. 

“At Toyota, we appreciate that The&Partnership, Xaxis and Acceleration are ahead of the curve, finding new ways to maximise the outcomes of our advertising efforts. It’s exciting for us to be a part of the journey.”

Elias Bjerkeryd, Nordic Product Director at Xaxis, said: “Viewability is a standard performance metric in the digital advertising industry. 

“It is used as a first step in optimisation, both in upper and lower funnel campaigns. It is logical, as an ad is worthless if it can’t be seen. But a viewable ad that is not seen is also worthless. 

“This is why it is vital to understand where ads get attention and not just viewability.”

Emelie Löfdahl, Director Attention Data at Tobii, said: “Usage of eye-tracking data in order to understand attention is becoming increasingly popular within the advertising industry today. 

“Measuring gaze points is now an essential part of the process for activation, optimisation and evaluation to understand audiences and we will all soon see it as an integral part of every campaign in the future.”