“Getting cut through in Peak is vital. The ability to optimise to attention means we know our ads are reaching people who we want to attract. There are so many ways we can go from here”
Retail company J.D. Williams ran a brand lift study across attention and CTR optimised strategies to determine whether Attention is more effective at delivering brand metrics than CTR.
Two campaigns were run, with one optimising towards Attention and the other towards CTR.
The Attention-optimised study resulted in an uplift in ad recall, purchase consideration and brand perception.
The activity optimising towards attention delivered [uplift across every single brand metric] in comparison to the CTR-optimised activity. We also recorded: