Food & Beverage
AU Reveals Opportunities to Increase Brand Lift and Efficiencies for Coca-Cola
Goals
- Prove the correlation between high-AU media and incremental brand lift
- Identify the minimum AU rating that drives the strongest relationship between ad exposures and outcomes
- Uncover opportunities to reduce advertising waste and cost
Approach
- Activate Adelaide tag-based analytics to measure AU across display, OLV, and CTV media
- Partner with Lucid to prove that exposure to higher-AU media drives brand lift
- Conduct AU Flight Control analysis to identify media quality “sweet spot” for display and OLV placements
- Leverage Flight Control insights to identify opportunities to shift spend to more efficient sources of attention
Brand Lift Results
Media Above 35 AU Delivers Increases in Brand Lift
Exposure to higher-AU media drives increases in Ad Recall, Purchase Intent, and Favorability
Finding Optimal Media Quality
AU Flight Control Reveals the Media Quality “Sweet Spot”
Optimal AU Floors for the Diet Coke campaign ranged from 31–39 AU for OLV and 19–29 AU for Display
Identical Results with Fewer Impressions
Once we reach an optimal threshold using AU optimization, any additional qualifying impressions could be used towards other channels