Technology
High-AU Media Drives 47.6% Increase in Conversions and Increased Efficiency for Global Tech Company
Goals
- Prove the relationship between average AU and lower-funnel outcomes
- Improve client KPIs — Conversions and Cost-Per-Conversion — through media optimization
Approach
- Leverage AU to measure media quality across Display, OLV, CTV, and Walled Gardens
- Conduct correlation analysis to prove the relationship between AU and
lower-funnel KPIs - Optimize towards higher-AU media to drive incremental lift
Results
46.7% Increase in Conversions for High-AU Display Media
Media with 22 AU score increased conversions by 18.3%. Media with 26 AU score increased conversions by 46.7%.
11.5% Lower Cost Per Conversion for High-AU Display Media
Media with a minimum of 26 AU saw an 11.5% decrease in cost per conversion and drove 29.8% more revenue per ad dollar compared to baseline AU ratings.