When looking at the campaign results, The Exchange Lab over-delivered against objectives on both last-touch and multi-touch campaign analysis. Zenith and O2 observed an increase of 540% in multi-touch conversions when compared with last-touch conversions. These findings were based on independent data from Visual IQ’s attribution modelling, proving that the traffic sent was of a higher quality than previously measured.
- Based on last-touch (last click/view): beat CPA target by 23%
- Based on multi-touch (multi-click/view): increase in conversions of 540%
- When isolating mobile activity: multi-touch conversion increase of 1200%
- 275% campaign upweight after second month
The original brief was expanded to include additional O2 mobile products on desktop as well as mobile, based on the success of the initial campaign.
“The success of the campaign proves once again that programmatic acts as an “opener” to sales. It exposes people to advertising, creating early customer demand before consumers convert their interest into a sale using another channel. As such, display is extremely undervalued when viewed only with a last click measurement approach which is why Zenith uses more robust measurement frameworks like attribution modelling” Eloi Casali, Client Planning Director, ZenithOptimedia.