DRIVING RESPONSIBLE AND SUSTAINABLE BRAND GROWTH
The MAGNA Media Trials team, in partnership with Adlook, showed when advertisers optimize before they bid, they can gain significant improvements across a range of mandatory metrics, including increased attention scores, reduced costs per impression and fewer carbon emissions. The study, “The Attention Advantage: Using Deep Learning to Boost Ad Performance”, found a 65% increase in attention, based on Adelaide’s Attention Unit (AU) scores, when a video advertisement was optimized pre-bid.
Measuring more than 24 million impressions and surveying 2,590 individuals, the study found great improvements in cost efficiency for both display and video ads. The study further analyzed survey responses to measure aided recall for ads that were either optimized pre-bid or not and were either delivered contextually or not.
Interestingly, video ads that were optimized pre-bid performed notably better, to the point that advertisers would need fewer placements to achieve meaningful impact, resulting in lower costs per CPMs than display ads. These results point to the fact that advertisers do not have to pay more for high-performing ads – in fact, they can reap savings while also meeting important brand KPIs.
Key Takeaways:
1. Pre-bid optimization is a win for the bottom line. Pre-bid optimized ads save money for advertisers, whether using video or display. Overall, pre-bid optimized ads saw a 13% savings for display and a 14% savings for video.
2. Attention optimization is more than effective – it’s also efficient. Video ads that were optimized pre-bid earned a 48% increase in video completion rates, compared to those that were not optimized, meaning standard media KPIs are achieved both effectively and efficiently.
3. Contextual targeting + optimizing to AUs pre-bid = increased awareness for brands. Ads that are optimized pre-bid and delivered contextually deliver considerably greater recall, with a +131% delta lift in awareness.
As lowering carbon emissions become a core focus for advertisers, the study integrated Scope3 data to determine if emissions could be reduced through pre-bid optimization. The study found that ads optimized pre-bid not only worked harder, but likewise produced less emissions compared to ads that were not optimized pre-bid. This highlights the fact that less emissions are needed to produce the desired performance output.