ENGINEERING

ENGAGEMENT

Transforming passive impressions into active brand equity through
dynamic narrative sequencing and the full GMP stack.
MARKET CONTEXT

The B2B Attention Paradox

In the complex world of Metals & Minerals consulting, conventional display advertising often yields high volume but low cognitive resonance.

– Deloitte MMM required a vehicle for complex storytelling.

– Passive reach needed to pivot to active education.

– Requirement for granular, data-driven retargeting logic.
The tech infrastructure

QUANTIFYING

IMPACT

DISCOVERY PHASE
Dwell Time
0 s
Over 2x the B2B industry average of
15 seconds for interactive display units.
RETARGETING PHASE
Dwell Time
0 %
Achieved via high-velocity DCO
optimization across 20+ creative variations.
QUALITY ASSURANCE
By focusing on "Time-on-Brand" as the
primary proxy for intent, we ensured that retargeting pools consisted only of highly qualified prospects who had digested at least 3 story frames.
Tracking: BRANDING + UPLIFT
The Content Narrative

Rather than static ads, TMI deployed “Micro-Journeys.” We tracked user interaction within the unit to trigger the next logical step in the funnel.

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"Transition from frequency-led strategies to attention-led architectures.
High Time-on-Brand within the display unit is the most reliable predictor of B2B purchase intent."
Strategic Recommendation
Client Success Team
Key Takeaways

Measure What Matters

Replace standard CTR with Time-on-Brand as your primary KPI for the awareness funnel.

Always Utilise the DCO

Feedless DCO automation allows for high-agility testing without the overhead of manual creative refreshes.

Narrative Funnels

Sequence your messaging based on interaction signals rather than arbitrary frequency caps.