Quality Yogurt requires Quality Media
Working with a top yogurt brand, Adelaide revealed a nearly 14x variation in the quality of placements with similar CPMs.
RESULTS IN DETAIL
Attention efficiency varied greatly across placements. The most efficient performers generated high attention for low CPM. These placements maximize attentive reach—high attention across many unique consumers—for the campaign.
Cost of Attention vs Viewability
Some of the lowest viewability placements were among the most efficient at capturing attention. This graph shows linear trendlines for both cost and viewability. Viewability has lower variability than cost—meaning viewability can only explain a small portion of the variance in attention.
Mobile web served impressions were on average more expensive based on raw CPM, but they were significantly more efficient when viewed through the lens of attention.
Comparing the Cost per AU to creative size reveals that larger creatives were more likely to capture attention efficiently, with the largest size—300×600—proving bigger is better.