Success Story
IMA Partners with Pixability and Measurement Partner Adelaide to Drive Attention for Vaillant UK
Industry:
Household Appliances
Platform:
YouTube
Key Outcomes:
The Challenge
Pixability partnered with IMA to evaluate the impact of Vaillant’s YouTube campaign by measuring Attention Units (AU), a predictive metric trained on outcome data used to assess how likely an ad is to drive meaningful attention that results in positive business outcomes.
The goal was to drive Vaillant’s AU performance against Adelaide’s global and channel-specific norms, and identify high-performing audience segments and targeting strategies to inform future media planning.
Key Outcomes
The combination of Pixability’s contextual targeting capabilities and Adelaide’s AU measurement solution helped Valliant consistently outperformed benchmarks, driving results well above comparative channels.
Overall, Adelaide assessed Vaillant’s YouTube activity and recorded an impressive average Attention Unit (AU) score of 73.69, well above industry benchmarks.
- 205%
- Higher than industry display benchmark
- 61%
- Higher than industry benchmark on OLV
- +3%
- Higher attention unit score vs. benchmarks
“Through our partnership with Pixability and Adelaide, we consistently exceeded industry benchmarks to deliver an effective campaign across the YouTube platform. Thanks to the teams for helping us to deliver such a strong performance for our client!”
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