ILVA, a DK premier furniture and home decor retailer, sought to scale digital revenue without wasting budget. By replacing standard CPM metrics with Adnami's attention-based metrics, and validating the impact through Alvie Attribution, the team shifted spend to new formats, turning attention into purchases.
For home and furniture brands like ILVA, visual impact is everything. Yet, traditional programmatic display often forces marketers into the "impression trap": paying for cheap, bottom-of-screen placements that technically render but capture zero human mindshare. Before campaign launch, ILVA had to address critical structural questions:
To find the answer, the team transitioned from standard viewability metrics to aCPM (attention-based CPM, defined by Adnami), using high-impact formats to capture active dwell time, and verifying the results through Alvie Attribution and Budget Optimiser to prove its value.
The primary strategy involved fundamentally changing how high-impact campaigns were valued. The team moved away from open-market buying and the "impression trap" of regular CPM and standard viewability, while transitioning to premium inventory evaluated through Adnami's attention metrics.
We built the campaign foundation on premium publisher deals combined with Adnami curated supply. This expanded the domain mix in a brand-safe way, without the hassle of ongoing domain exclusions, and provided the placements for high-impact formats necessary to maximise the eAPM (Adnami's primary attention metric) score.
To ensure this shift drove actual business results, we integrated these efforts with Alvie Attribution. By cross-referencing Adnami's detailed reporting with Alvie's Budget Optimiser, we could allocate budgets in real time, shifting spend directly toward the formats and publishers that proved to achieve a lower cost of attention while maximising ROAS.
Default reporting tools in DV360 can tell us the standard and viewable CPM rates, but they fail to measure active mental engagement. By bringing Adnami's cohort-level attention data into Alvie Attribution, the team gained deep, quantifiable visibility into campaign performance.
Alvie evaluated active attention-seconds against real converting cohorts, proving that high-attention placements directly lowered ILVA's cost per acquisition. Alvie's Budget Optimiser confirmed that shifting spend toward higher eAPM (effective Attention Per Mille) formats yielded superior return on ad spend, even when compared to other channels, like Google Ads or Meta, that are traditionally seen as more conversion-driving.
ILVA's performance proves that when attention becomes the primary buying metric, media quality fixes itself, effectively challenging the myth that programmatic is only for reach. By combining Adnami's high-impact solutions and inventory curation with Alvie's attribution model, ILVA established a scalable benchmark for programmatic media buying.
