Driving 30% more conversions with high-attention inventory

A prominent Australian media agency used Amplified Intelligence’s attentionPROVE® measurement tag to make in-flight optimisations for their banking client. The client, promoting a new credit card, was targeting a difficult-to-reach audience, and executing a broad run-of-network campaign across the open web.

The agency selected Amplified Intelligence looking to utilise attentionPROVE®, an attention measurement tag able to provide the agency with live campaign insights across all ads spanning desktop, mobile, and tablet platforms. With robust and highly granular custom algorithms, it was able to process campaign data and generate actionable in-flight insights enabling the agency to maximise the performance of their ad delivery.

Implementation

Two streams of DSP placements were compared: data-adjusted ads using the smart measurement tag and standard brand creative. The agency prioritised scale with delivery and applied brand safety and anti-fraud filters to minimise negative placements.

New HTML5 assets were designed, including various sizes for desktop, mobile, and tablet devices, ensuring a comprehensive test of attention-led optimisation.

Monthly spending was capped at $10,000, with the DSP’s algorithm controlling distribution based on attention data and campaign objectives. This approach maintained a performance ‘safety net’ while ensuring the test’s validity.

The campaign proved a great success for agency and brandy, achieving significant performance gains:

• Increased active attention by 139 days
• 4.46% higher click-through rates (CTRs)

Validating Attention Value

Test ads, which had only a 13.63% higher investment compared to the standard ads, delivered 139 days of active attention, 616 days of passive attention, higher clicks and conversions, and reduced acquisition costs. Key performance highlights included:

• A significant 4.46% increase in Click Through Rate
• A dramatic 30% uplift in conversions
• Reduced CPA by a whopping 33.49% 

Efficiency Gains

Improvements in inventory quality and bidding capacity, along with insight-backed optimisation, resulted in significant efficiency gains with 26% fewer impressions fuelled by human-led insights.