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Case study: Receptivity™ in action

Introduction

The agency’s fashion retail client, Reitmans, was finding it difficult to break through the clutter of online advertisements and audiences’ lack of focus on one screen while staying within budget. 

Studies show multitasking is on the rise, with 79% of Canadians aged 25 to 54 using their mobile device while watching TV, especially during commercial breaks. Getting the right audience to react to your ads was seeming more and more difficult.

Objectives

Gaining quality audiences without wasting advertising budget.

01

Acquire new, quality customers for Reitmans.

02

Generate a maximum number of qualified sessions on their e-commerce site.

Approach

Tackling advertising waste

CONTXTFUL ran an A/B test during a specific campaign, with the test group using an exclusion list of sites and applications, and where measured receptivity was low.

After five weeks of testing, it was established that there was a strong statistical correlation between the Receptivity™  Score and the ensuing activity on Reitmans website. They noted that the higher the mobile receptivity was, the higher the campaign’s performance.

The test group (whose inventory excludes sites and applications with low receptivity scores) obtains a cost per session 18% lower than that of the control group (the one whose inventory was complete, without exclusions). The test group generated a ROAS 35% higher than that of the control group.

APPROACH

Results

Higher ROAS
35%

Higher ROAS

The higher the Receptivity™ is, the higher the campaign’s performance is, and the higher their ROAS is.

Quebec and Receptivity™

Quebec and Receptivity™

Quebec’s digital media landscape offers an inventory with very receptive users, unlike other properties offering inventories overloaded with advertising noise

The new digital ad realm

The new digital ad realm

In a multi-platform context where attention is constantly divided, fighting advertising waste by reaching a target receptive to their message is the new way.