Letting campaigns learn while they are live.

Pearl & Dean's (formerly Adtower) network is Ireland's largest in-store retail media platform, operating across high-traffic retail and leisure environments. Fully equipped with Quividi's solution, it measures shopper presence, dwell, and attention continuously across locations.

When Vodafone launched its Red Max SIM campaign, the objective was not simply to book inventory: it was to understand where and when real engagement happened, and to use that intelligence to actively steer shopper engagement.

Working with agency OMD, Vodafone ran a five-week programmatic DOOH activation in which Quividi's attention and dwell-time data were analysed on a screen-by-screen basis each week.

Instead of locking media plans in advance, the team progressively shifted the campaign toward the screens, locations, and dayparts where shoppers showed stronger engagement. The campaign didn't just run; it adjusted itself based on observed behaviour in the real world.

The learning-while-live approach produced clear results: +14% increase in average dwell time, +37% rise in attention time, +151% uplift in weekly web visits, and +54% increase in SIM-only sales.

This campaign showed that attention could be used as a steering signal, helping physical media become adaptive, not just scheduled.