Case Study: CPG

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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

 

Placement Quality

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.

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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.

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Platform

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.


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Creative Size

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.

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Adelaide measures the quality of media, revealing its true value.

We help brands evaluate the quality of media purchased through programmatic and direct channels, to ensure they're investing budgets as efficiently as possible.