CPG
AU Drives Award-Winning Performance for Coca-Cola Schweiz & Österreich
Goal
- Prove that investing in higher-quality media drives incremental lift in upper- and mid-funnel outcomes, including ad impact and ad recall
- Build a first-to-market custom bidding algorithm informed by AU to prioritize the highest-quality programmatic inventory within Coca-Cola’s budget
Approach
- Activate Adelaide tag-based analytics to measure media quality across programmatic Display and OLV
- Structure A/B tests to understand the impact of optimizing with AU vs. viewability
- Validate results through third-party brand lift provider, Reppublika
- Leverage AI to build a custom bidding algorithm that would prioritize high-AU media automatically when allocating media investments
AQUARIUS LEARNING
AU-Optimized Media Drove +49.5% Higher Ad Recall and 16.3% Higher Ad Recognition
For an Aquarius Water campaign in Switzerland, we conducted an A/B test to prove that optimizing with AU drives greater brand lift than optimizing to viewability.
COKE ZERO LEARNING
“Pulitzer Algorithm” Drives 36% Higher Ad Impact
We conducted a larger-scale test across 3 markets. AU optimizations drove +36% higher ad impact and +16% higher ad recall.
