Beyond just views: A smartphone brand’s success sustaining viewers’ attention with HAQM MX Player

Standing out in a fragmented media landscape

In today's digital-first world, the brand faced a significant challenge: industry studies showed that only one-third of all ads typically draw viewers' full attention.¹ The smartphone manufacturer needed to ensure both visibility for their new product range and meaningful engagement in an increasingly fragmented digital landscape. Traditional video metrics, such as video completion rates, weren't sufficient to measure true audience engagement and impact.

Strategic integration of HAQM MX Player with advanced attention metrics

To address their advertising challenges, the brand adopted a two-pronged approach. First, they collaborated with HAQM MX Player to implement in-stream video ads with seamless product detail page integration and immersive custom experiences to elevate consideration. This strategy helped interested audiences easily move from awareness to consideration. Click-outs led consumers to the brand website.

Second, they collaborated with Adelaide, a leading attention measurement partner, to gain insights on audience attention. The solution utilized Adelaide's proprietary Attention Unit (AU) metric, powered by machine learning algorithms that analyze factors such as placement of the ad, duration of the ad, and environmental clutter on the screen to measure the probability of capturing viewers’ attention through the ad.

Breakthrough performance in attention metrics and engagement

The campaign results significantly outperformed industry benchmarks. HAQM MX Player garnered an attention score of 71.44 AU (Attention Units), 70% higher than Adelaide’s online video benchmarks, validating the effectiveness of the strategic content placement.² The 94% video completion rate indicated strong viewer engagement, while the reach of over 61 million impressions ensured substantial audience coverage. ³

In today’s competitive landscape, authentic audience attention is crucial for digital advertising as it can help brands establish a meaningful connection with relevant audiences. This campaign demonstrates how HAQM MX Player's premium content and innovative ad solutions helps leading brands maximize audience attention with engaging and prominently placed ads. At HAQM Ads, we enable brands of all sizes to strengthen their presence on the HAQM store to help build recognition and trust among customers.

– Ajay Sharma, Head, Large Customer Sales, HAQM Ads India