Healthcare
First-to-market Attention Study in Amazon DSP Reveals Full-funnel Outcomes for Haleon
Goals
- Understand media quality across Amazon DSP inventory leveraging Adelaide’s tagless measurement solution
- Determine the impact of high-attention placements on upper- and lower-funnel KPIs
- Drive more efficient media buying across Amazon DSP
Approach
- Measure AU across CTV, Display, and OLV impressions
- Conduct Lucid brand lift study to validate the connection between high-AU media and upper-funnel outcomes
- Correlate Display and OLV AU scores to client conversion and ROAS data available within Amazon DSP
Brand Lift Results
High-Attention CTV Media Deliver Impressive Brand Lift
High-AU CTV placements drove a 37% lift in Favorability, 19% higher Ad Recall and 9% higher Purchase Intent vs. low-AU inventory.
Performance Results
High-AU Display Media Drive More Conversions at a Lower Cost
High-AU Display inventory led to Purchase Conversions 34% more often than low-AU media —at a 25% lower Cost Per Conversion.