Challenge
Rablab is a Montreal-based digital marketing agency specializing in programmatic ad campaigns. These campaigns often focus on a "bang for your buck" mindset since the automated nature of the ad buying allows for optimal pricing on every impression purchased. While this can be a very economical way to advertise a company, it can easily fall prey to banner blindness and low-quality impressions.
That's why RabLab prides itself on doing what they call results-driven programmatic advertising. Through better implementations and careful analysis of results, they're able to consistently achieve client objectives, whether it's awareness or conversions.
As most of our innovative clients, RabLab is always on the lookout for new technologies and metrics to improve their clients' programmatic campaign performance. Programmatic campaigns end up buying impressions from a vast network of websites, and the quality of some of them can be questionable.
That's when they discovered Receptive Measurement, a tool allowing them to analyze any website's Receptivity level through a simple tag added to their ad containers. Rablab could then add another layer to their analysis of campaign results. They could now measure attention levels across all their campaigns and change their future ad placement tactics based on the results.
This analysis gave them an entirely new perspective on their core business. With the help of Receptive Measurement, they could explore new aspects of programmatic advertising they had never thought of before. The campaigns they were setting up for clients could bring them new types of results, and they could now pitch their services to different scenarios.
Approach
After six months of using the attention measurement solution tag on their campaigns, RabLab arranged a meeting with the Contxtful team to explore the tool's potential to enhance their campaign outcomes further. During the meeting, the graph below was presented, showcasing significant improvements in campaign results.
Through an analysis of recent RabLab campaigns, the Contxtful team discovered a strong link between increased Receptivity levels and conversions. Conversion rates saw a noticeable rise as the number of Receptive users increased in a distribution. This means Receptivity can be used as a predictor of increased conversion rates.
This led RabLab to purchase more Receptive impressions since they saw more conversions with this type of user.
Results
RabLab left that meeting with a greater understanding of what generates performance and a new way to introduce this tool to their clients. The attention measurement tool now allowed the agency to invest their clients' programmatic budget in a more efficient way by reallocating their efforts and spending, in order to get more Receptive consumers.
RabLab also used the attention measurement tool to evaluate the quality of the inventory purchased after a campaign was over. It’s an extra layer of analysis to ensure the data and metrics they use are correct.
