Ensuring a Smarter Spend for Finance & Insurance
A Fortune 100 Finance & Insurance brand used Adelaide to deliver greater economic insight to their latest brand campaign.
RESULTS IN DETAIL
This campaign proved highly efficient. The Cost per Thousand Attention Units (CPMau) for every placement was lower than the CPM. The best performers generated high attention at lower CPMs to maximize attentive reach: high attention across a relatively high number of consumers.
Cost of Attention vs Viewability
Some lower 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 $2 small portion of the variance in attention.
This campaign ran only three creative sizes. The 300×250 delivered nearly twice the attention efficiency as the 300×50, and nearly 2.5X the efficiency of the 728×90.