Ecommerce
Adelaide Boosts Brand Lift for E-Commerce Giant
Goals
- Prove that high-AU media delivers greater performance increases than low-AU media
- Uncover opportunities to drive more cost-efficient brand lift
- Automate campaign delivery towards more efficient programmatic inventory
Approach
- Measure AU across 42M+ impressions to understand media quality
- Conduct correlation analysis to demonstrate the impact of high-AU media on brand lift, measured by Lucid
- Match CPMs to Lucid data to analyze costs associated with high-AU vs. low-AU media
- Partner with client’s DSP to automate campaign delivery towards efficient Cost-per-AU (CPAU) inventory using custom optimization solution
Brand Lift Results
High-AU Exposures Deliver Lift in Key Brand Metrics
High-AU media drove consistent incremental brand lift across question types, including a 4.4% boost to Consideration.
High-AU Media Also Drives More Cost-Efficient Outcomes
Analysis of CPMs against lift data shows that high-AU placements result in lower cost per “Lifted” user.