Major Insurance Company Case Study: more real humans with all-mobile Receptivity
Have you ever launched an advertising campaign knowing perfectly well that a great chunk of your ads weren’t going to be seen or even considered by a human?
You usually only have one shot to make a good first impression. Right?
Right. Well, the insurance company didn’t want any of that and that’s why they wanted to test out the newest and most recent evolution of Receptivity.
How it worked?
Buying 100% Receptive impressions that could now reach all mobile devices.
Receptivity worked well the first time, so it can only get better. Correct? IT DID GET BETTER!
For 30 days, the insurance company and Quebecor partnered to put the new and improved Receptivity to the test. How? Still identifying users who were actually behind their mobile devices and paying attention to them, but this time, the technology had a new trick: it now includes all Android and iOS devices.
GOAL: Validate that targeting Android and iOS users who are receptive to their phones increases (even more) the probability of getting insurance quotes filled out.
Having already tried the first version of Receptive Moments where they witnessed huge performance increases, the insurance company was excited to try the new and improved Receptivity model. And to be frank, we were as excited as they were.
Why? Because Receptivity is now measured on all devices. It’s a game-changer.
To recap, the metric takes into account movement, posture, focus, and whether the mobile is in hand.
The only thing left to do was to launch the campaign to monitor the success of the campaign in real-time.
It’s that easy. Still no bots, no third-party data, no privacy issues. Just more real people behind their phones paying attention to their screen.
An A/B test was conducted with two equally independent audience groups: A Control Group and a Test Group.
No cross-contamination between each group.
The Test Group was composed of only Receptive impressions.
The Control Group did not take the Receptivity™ metric into account to qualify the impressions.
We could sum it up like this: AWESOME RESULTS.
But I’m sure you would like to have more details. Ready?
The Test Group showed a +144% lift on Conversions and brought down the Cost-per-acquisition by -52%; and that even includes the CPA premium
No need to tell you how happy the client was. As well as the publisher. And of course, us too.
*Including premium on CPM