For their March Madness campaign, Rogers Wireless and its media agency, wanted to test out the new Receptivity metric.
Their hypothesis was that with Receptivity, they would be able to target highly attentive users in order to increase campaign performance.
For their March Madness campaign, Rogers Wireless and its media agency, wanted to test out the new Receptivity metric.
Their hypothesis was that with Receptivity, they would be able to target highly attentive users in order to increase campaign performance.
A/B Test on conversion campaign on both display and video components:
No cross-contamination between each group.
Test Group: composed of only Receptive impressions.
Control Group: did not qualify impressions
In their own words:
Receptive impressions clearly drove better engagement
vs non- Receptive impressions.
Receptive impressions were able to drive more efficient cost per considerations (visiting mobile packages page) on display and more efficient CPCs through video.