Beyond the Click – GE Appliances Exceeds CTR Benchmark by 100% Through Active Attention Retargeting
Overview: In March 2019, GE Appliances was looking for new ways to improve media performance, specifically for their Home Depot Spring Laundry campaign.
Objectives: Our objective was to improve their CTR performance by harvesting and retargeting attentive users.
Strategy: Rather than simply relying on click and viewability data to gauge audience attention, Yieldmo’s AEROS platform uses signals (such as scrolls, time-spent, tilts, and more) to create a more robust and accurate picture of user interaction and interest with their ad.
AEROS identified thousands of attentive users from GE Appliances’ original, upper-funnel campaign and created a robust segment of interested users. Yieldmo then retargeted these attentive users with the action-focused Feature unit.
Results: Had we relied solely on click-based retargeting, the segment generated would only have contained 11k users. However, by leveraging user attention data, AEROS identified a segment of 545k users, 50x larger than the clicker pool generated. Retargeting users based on active attention signals led GE Appliances’ AEROS line items to exceed our format benchmark by 100%. We also saw that unique user CTR was significantly higher with the retargeted Feature unit (1.28%) compared to the original campaigns (0.28%).
While the main focus was CTR, we also saw a significant increase in the active attention rate when comparing GE Appliances’ contextual line items to their AEROS retargeting campaign. We saw a 45% increase in overall attention rate when retargeting GE Appliances’ AEROS segment.
