Domino’s Pizza boosts ROAS by 400% in first contextual and attention-based campaign

GumGum and Playground xyz give Domino’s Pizza all the toppings in joint solution for a cookie-less future.

Domino’s has one very simple goal: sell more pizzas. But as third-party data slowly fades away, alternative solutions are being trialled to target the right pizza lover at the right time.

The future of digital advertising lies in the relationship between context, creative and attention, as suggested by GumGum and Playground xyz.

In a global first, the adtech pair have offered a joint solution which fuses contextual and attention-based advertising technologies for Domino’s UK and Ireland.


Faced with an increasingly competitive and crowded market, Domino’s worked with the respective experts in context and attention to help maximise consumer awareness of its 2022 ‘50% Off’ campaign and, ultimately, sell more pizzas.

Kerry Morrow, Senior Media Manager at Domino’s Pizza Group, says: “Amplifying our great value for money and delicious pizza is an important part of our strategy at Domino’s, so we’re always looking for fun and engaging ways for customers to connect with our brand. We tried something new with this national 50% off campaign, testing out how contextual and attention technology could help us identify where our ads could attract the most attention.”


“By focusing on the contextual alignment of the ad and the environments we placed the ads in, we were able to meet our customers in the right frame of mind for a slice and drove campaign success,” explains Morrow.

This is the first time GumGum and Playground xyz have applied their combined technologies to an in-market campaign. Fusing the capabilities of GumGum’s VerityTM accredited contextual platform and Playground’s Attention Intelligence Platform (AIP), this approach optimised campaign delivery to the most relevant contextual categories where consumer attention on the Domino’s ads was highest. 


The approach achieved significant uplift across major campaign KPIs, including:

  • An additional 3000 hours of attention on one creative element (against control), and

  • A 40% uplift in CTR on a creative

  • The most significant results were the stellar commercial outcomes, with overall ROAS of 135% – 398% being secured across each creative element.

“Advertising is all about connecting with the consumer,” says Phil Schraeder, GumGum, CEO. “In order to really connect, brands need to find the moments where people are in the right mindset to receive your message or call to action. 

“Seeing Domino’s ability to boost its ROAS by close to 400% with a campaign based on contextual and attention insight is just the beginning of what is to come.”

Rob Hall, CEO of Playground xyz, adds: “We’d long believed that attention signals could be an incredibly effective feedback loop for optimising contextually-targeted campaigns. Our research has proven the theory and achieving such strong results for Domino’s really highlights how powerful this approach can be. For advertisers looking to succeed in the attention economy without having to rely on cookies and identifiers, attention-powered contextual targeting is the future.”