Case study
Hartwall's success with agentic attention optimisation
Hartwall, a pioneer in the Finnish beverage industry, partnered with Adnami for its winter 2025 campaigns across Finland.
The campaigns promoted four brands: Hartwall Original Long Drink, a ready-to-drink gin mix; Freixenet, a sparkling wine brand; Baileys Mint Chocolate, a seasonal creamy liqueur; and Marqués de Cáceres, a premium red wine.
Using Adnami's Agentic Curation and Optimisation, Hartwall tested whether AI-powered attention optimisation could outperform traditional campaign optimisation methods. The results showed consistent improvements across attention, engagement and efficiency metrics.
19%
more attention with agentic approach
22%
longer Time-in-View with agentic approach
12%
lower aCPM with agentic approach
As consumer attention becomes increasingly difficult to capture, Hartwall wanted to understand whether AI-driven optimisation could improve campaign performance beyond traditional buying methods.
To test this, Hartwall conducted A/B tests across all four brands. One campaign setup used manual optimisation focused on viewability, while the other used an agentic setup, automatically optimising toward attention.
The goal was to determine whether attention-based optimisation could drive stronger brand outcomes while maintaining campaign efficiency.
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Across all campaigns, Hartwall utilised Adnami's high impact Mobile Midscroll format, featuring seasonal winter and Christmas creatives tailored to each brand.
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To instantly capture consumers’ attention, the campaigns displayed engaging videos, powered by Adnami’s streaming technology that ensured smooth video delivery.
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Adnami's Curation Agent automatically curated a list of premium domains from the best Finnish publishers, all vetted by Adnami for seamless Mobile Midscroll delivery.
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The agent continuously analysed available inventory and optimised delivery toward placements that generate the most attention.
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In parallel, the control group (using the same creatives and format) was manually optimised toward viewability metrics.
Adaptive video streaming: The ads used videos that rotated six images, highlighting different products with a bright, Nordic-inspired design and Garant branding. Adnami’s video technology ensured smooth playback and only played videos when visible, reducing data usage by up to 90% and ensuring accurate video metric reporti
The results demonstrated consistent performance improvements across all four brands when using Adnami's agents.
Compared with manual optimisation, the agentic approach delivered on average 19% higher Attention Per Mille (eAPM), 27% higher Click-Through Rate (CTR), 22% longer Average Time-in-View (TiV), and 12.3% lower Attentive Cost Per Mille (aCPM).
The sparkling wine brand Freixenet recorded the largest efficiency gains, with the agentic approach delivering 34% more attention (eAPM) and a 22% lower aCPM than the manually optimised campaign.
But improvements were not limited to a single KPI or brand. Across the portfolio of brands, the agentic approach simultaneously increased KPIs while saving time and resources.
Matilda Saari
Senior Digital Media Specialist Hartwall
Hartwall's Q4 2025 testing demonstrated that attention-based optimisation creates measurable value. By combining Adnami's high impact Mobile Midscroll format with the Curation and Optimisation Agent, Hartwall achieved stronger results across all four of its beverage brands.
The results show that agentic attention optimisation effectively complements traditional media buying strategies, helping brands maximise the impact of every single impression.
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