PURPOSE AND DESIGN:
a4 was retained by a client to run a head-to-head comparison of a4’s authenticated addressable digital and a provider of modeled IP targeting. The test campaigns were designed to target a select audience of likely voters in a local election using the same exact targeting criteria. Both campaigns delivered a comparable number of impressions against a comparable budget and used the same creative. All efforts were made to isolate the targeting method as the single variable between the two campaigns.
The findings demonstrated that authenticated addressable digital provided a significant performance increase for the key performance indicators (KPIs) evaluated: reach, frequency, clicks, click-through rate (CTR), bounce rate, pages per session, and average session duration.
The accompanying chart highlights the relative performance of authenticated addressable digital and modeled IP targeting. The test results show strong improvement of the KPI’s that were the primary focus of these campaigns.