Beer, Wine, & Spirits
AU Drives Higher Lift vs. Other Metrics for Beer Brand
Goals
- Determine whether optimizing to Attention drives higher brand awareness than Viewability
- Identify which attention metric (Adelaide AU vs. competing attention metric) has the strongest correlation to brand lift
Approach
- Split campaign into three test cells with consistent channels (Display & OLV), tactics (PMPs and Open Exchange inventory), and audiences
- Optimize one group to AU, another to Viewability, and the third using a competing attention metric
- Measure the relationship between brand lift and each of these metrics to understand which should be used to maximize campaign impact
Performance Impact
AU Outperforms by up to 2.5X for Aided Awareness
AU-optimized media drove 3.2X greater increases vs. viewability. Against the Verification Vendor’s attention metric, lift was 7.6x higher. On Web, we observed a similar trend: 94% higher lift vs. viewability; 3.5x higher lift vs. alternative attention metric.
Optimization Result
Up to 2.4x Higher Ad Recall Than Other Tactics
On Mobile, AU drove up to 225% higher Ad Recall than viewability and 117% greater impact than the Verification Vendor’s metric. On Web, AU outperformed alternative tactics by up to 285%.