OTC Pharmaceuticals
High-AU Media Leads to 131% Higher Unaided Awareness Among Non-buyers for a Top OTC Analgesic
Goal
- Demonstrate the impact of high-quality media on brand lift among both brand buyers and consumers who haven’t purchased the product in the last year
Approach
- Activate Adelaide tag-based analytics to measure Display and OLV media quality
- Divide respondents into low- and high-AU groups based on whether they had seen fewer or more than 50 AUs of brand media
- Partner with brand lift provider, DISQO, to determine if AU correlates to brand KPIs
Performance Results
Big Lifts in Awareness and Recall
Higher AU exposure lead to substantial lift in two key KPIs among non- buyers: higher unaided awareness and ad recall
Brand Lift Among Buyers
Double-Digit Brand Lift Across Multiple Brand KPIs
Higher cumulative AU exposures also drove higher Favorability, Consideration, Purchase Intent, Familiarity, and Tagline Association among recent buyers.
