Brave and dentsu international Show that Advertisers’ Messages Resonate with Ad Choosers
New whitepaper provides overview of privacy-preserving digital campaigns where Brave Ads served to “Ad Choosers” outperformed those compared to publishers with more traditional ad models
It is no secret that screen time has increased across the world, due in part to more people working from home and socializing online. However, just because there are more people in front of the screen doesn’t necessarily translate to an automatic increase in consumers for advertisers to target. Regulations have made various forms of online advertising more challenging. Couple this with the phasing out of third party cookies by 2022, and advertisers are seriously evaluating how they can maximize digital campaign results without leveraging the traditional “surveillance based media products” that helped with effective targeting and messaging.
Preserving consumers’ online privacy is of increasing importance. Online consumers are continuing to opt out of traditional online advertising formats; but there is an emergent group, dubbed “Ad Choosers,” who are open to advertising, but on their own terms. This is the audience for which Brave was created, and its 25 million monthly active users underscore the growing importance for a digital ad platform that maintains users’ privacy.
Dentsu international recently partnered with Brave to understand how advertising on the Brave platform impacts key branding metrics for their advertisers compared to other digital campaigns. In a new whitepaper, “Engaging with Ad Choosers,” dentsu international and Brave highlight an analysis of three campaigns for three separate brands (technology, media and entertainment, and financial services) where the Brave ads outperformed other similar digital campaigns compared to publishers with more traditional ad models.
These three campaigns were measured pre vs. post campaign on key branding metrics (brand lift) and were then compared to other pre post brand lift studies that the advertiser and agency conducted across other more traditional online advertising platforms.
Select results included:
- Brand A: 26% lift in ad recall compared to another digital campaign
- Brand B: 38% lift in likelihood to subscribe vs. other campaign
- Brand C: 16% lift in ad recall compared to another digital campaign and 67% lift in message association compared to the other digital campaign
According to Amy Siegel, VP, Director of Innovation and Activation at dentsu international, “Based on our analysis of dentsu ad campaigns on the Brave platform, it is possible not only to break through to these privacy focused Ad Choosers with your advertising message, but also to positively impact message association and brand consideration.”
“It is clear that as third party cookies are eliminated from the digital advertising ecosystem, finding ways to respectfully connect and engage with ‘Ad Choosers’ is critical for advertisers’ success,” said Donny Dvorin, Head of Sales at Brave. “We are thrilled with the outcome of this analysis and look forward to continued success with dentsu and their clients.”
For more details of this analysis, and to read the whitepaper, “Engaging with the new ‘Ad Choosers,’” click here.
About Brave Software
About dentsu international:
Part of dentsu, dentsu international is made up of eight leadership brands – Carat, dentsu X, iProspect, Isobar, dentsumcgarrybowen, Merkle, MKTG, Posterscope and supported by its specialist brands. Dentsu International helps clients to win, keep and grow their best customers and achieve meaningful progress for their businesses. With best-in-class services and solutions in media, CXM, and creative, dentsu international operates in over 145 markets worldwide with more than 46,000 dedicated specialists. www.dentsu.com
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