Technology
Adelaide AU Strongly Correlates to Consideration for a Tech Powerhouse
Goal
- Measure OLV media quality
- Compare AU and VCR to brand lift to determine the stronger optimization metric
Approach
- Activate Adelaide tag-based analytics to measure OLV media placement quality
- Prove a correlation between higher average AU ratings and consideration
Performance Results
AU Correlates Positively to Consideration. VCR Doesn’t.
Adelaide AU showed a strong positive correlation to Consideration (0.63). VCR had negative correlation (-0.353).
Optimization Opportunities
6X More Optimization Data than VCR
On this campaign, VCR only varied about 10% across every impression. AU, on the other hand, varied 59.5%. That’s nearly 6x more data to optimize to.