TerraFoods Reimagines Creative for Attention Metrics

Global CPG giant TerraFoods, in collaboration with its agency Vanguard Creative and adtech partner FocusMetrics, recently launched a new campaign for its plant-based snack line, VerdeBites, fundamentally altering its approach to digital video creative. The initiative focused on designing ad formats specifically for sustained viewer attention rather than merely achieving viewability. This shift marks a deliberate move away from simply repurposing broadcast spots for digital channels.

The core of the strategy involved developing a suite of dynamic 6-to-15 second video assets. These shorter formats were engineered to front-load branding and key messaging, ensuring immediate impact within feed-based social environments and interruptive CTV ad pods. FocusMetrics’ proprietary technology provided real-time feedback on how various creative elements — such as pacing, on-screen text density, and audio cues — influenced attention duration and recall. This data informed an iterative A/B testing framework during the campaign’s initial weeks.

What actually shipped

The VerdeBites campaign deployed a library of over 50 distinct creative variations. For instance, some versions featured rapid scene changes and bold, animated text overlays to capture initial scrolls, while others used slower, more deliberate pacing with prominent product shots for sustained engagement after the initial hook. The goal was not just to be seen, but to be actively processed. Vanguard Creative’s team worked alongside FocusMetrics to translate attention data into actionable creative briefs, moving beyond subjective creative feedback.

"We moved from asking 'was it seen?' to 'was it processed and remembered?' The data from FocusMetrics fundamentally changed our creative process."

This approach reflects a growing industry sentiment that viewability, while a necessary baseline, does not guarantee effective communication. Competitors like Unilever and Nestlé have also experimented with attention metrics, often through pilot programs with vendors like Lumen or Playground xyz. However, TerraFoods' commitment to integrating attention data directly into the creative development workflow, rather than solely as a post-campaign measurement layer, represents a more advanced application of the concept.

The shift signals a potential recalibration of digital video budgets, prioritizing creative effectiveness over raw impressions. Brands may begin demanding more from their creative agencies in terms of data-informed design, pushing for assets tailored precisely to platform mechanics and audience attention spans. This could also drive further consolidation or partnerships between creative agencies and adtech firms specializing in attention measurement.

What comes next

The success of the VerdeBites campaign will likely be judged on its ability to demonstrate incremental brand lift and sales, beyond just attention scores. Marketers should observe how TerraFoods scales this methodology across its broader portfolio and into new markets. The challenge lies in proving that the increased investment in tailored creative and specialized measurement genuinely outperforms traditional approaches at scale. The industry will be watching to see if this is a repeatable framework or a bespoke solution for a specific product launch.