Telecommunications
AU Optimization Increases Conversions by 2.4X for a Leading Telecommunications Brand
Goals
- Prove the relationship between attention and conversion metrics including page visits, and longer term, sales lift
- Drive increased conversions by optimizing toward higher-AU media
Approach
- Activate Adelaide tag-based analytics to measure AU across more than 1.7 billion Display and CTV impressions
- Conduct correlation analysis to prove the connection between high-AU media and conversion metrics
- Optimize mid-flight towards higher-quality media using AU and measure the impact on business outcomes
Optimization Results
AU Optimizations Drove a 2.4X Increase in Conversion Rates
Optimizing toward higher-quality media resulted in an over 80% increase in Avg. AU, and an average conversion increase of 2.4X.
Performance Impact
High-AU Media Delivered 19X Higher Conversions
Placements with the highest AU ratings drove exponentially higher conversion rates.