Political Campaign
High-AU Media Drives Increased Favorability and Ad Recall for a Gubernatorial Candidate
Goals
- Prove the relationship between attention and brand lift
- Implement an attention strategy to ensure ad spend goes toward high-quality media
Approach
- Leverage Adelaide AU to measure media quality across display, OLV, and CTV impressions
- Partner with Lucid to evaluate the impact high- vs. low-AU exposures on brand lift
- Optimize mid-flight to improve performance and reduce waste from low-quality media
Results
High-AU Media Delivered Up to 13.7% Lift in Ad Recall
Exposure to one or more ads above 30 AU drove an average of 9.25% higher Ad Recall.
High-AU Media Drove Increased Favorability
Black or African American respondents saw the highest lift, with +5.9% among males and +12.6% among females. White males saw a +5.8% increase, while White females saw no substantial difference.