Where every impression must work, Azerion's new research shows that high impact formats work harder than standard formats - but they also make standard formats work harder
At Azerion, we recently announced findings from our 'Amplify 2.0' analysis that uncovers a significant correlation between attention and full-funnel brand performance.
- Utilising Lumen’s technology and expertise, we analysed campaigns across finance, retail and automotive sectors with a range of digital advertising formats to understand how each format interacted with one another to drive attention
- The analysis, which builds on the award-winning success of their inaugural research in 2018, found that high-impact formats, such as skins, deliver a significant amplification effect
- This means driving 43% more attention to subsequent standard formats, compared to a non-primed version*
- This was reinforced by additional AI-powered predictive modelling which indicated that even small increases in spending on top of funnel branding can drive up to a 20% reduction in performance CPAs at the bottom of the funnel
- Establishing this correlation between the amplification effects of high-impact branding formats to their performance counterparts proves that attention is vital for advertisers looking for a full-funnel brand performance solution
- For more detail on the latest research check out the overview here
*Based on two scenarios a) A user sees a Skin followed by an MPU from the same campaign. In this instance, the MPU has been "primed" by the Skin. b) A user sees two identical MPUs, and in that instance the second MPU is non-primed.
Posted on: Thursday 9 November 2023
