Case Study: Toyota achieves 41% attention uplift and full-funnel marketing activation with Onyx by Outbrain

Toyota Activates Full-Funnel Marketing Strategy Using Onyx by Outbrain™, Connecting Attention to Outcomes

Toyota France faced the challenge of proving ad effectiveness for its new C‑HR launch by moving beyond standard metrics to an attention-focused KPI. To pilot a more dynamic approach that links awareness to outcomes, Toyota and GroupM partnered with Onyx by Outbrain to drive high‑attention video moments and build an audience pool for downstream retargeting.

Using Onyx’s Contextual Pre‑Roll and attention‑prediction technology within premium in‑article placements, the campaign was optimized with Adelaide’s Attention Units (AU). The result: a 41% attention uplift versus benchmark, 82% viewability and a 70% completion rate, plus an audience pool that improved the efficiency of always‑on performance campaigns.

Toyota

Lena Boussuge

Digital Account Director