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VIDA leverages Ads Data Hub to determine the impact of branding on performance campaigns, resulting in 2.1x Conversion Rate

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Objective​

VIDA's Marketing team wanted to assess the impact of Branding campaigns in conjunction with performance campaigns as it is typically challenging to quantify by:​ 

  • Assessing the impact of branding campaigns on the final conversion​ 
  • Discovering how branding can boost the performance campaigns to drive better results

Approach​

  • ​Hero Vida leveraged ADH integration across Google Ads and DV360, allowing them to perform a Branding Performance Overlap Analysis.​ 
  • This involved analysing the impression level data through Google Ads & DV360 channels to get a holistic campaign view.​ 
  • This enabled them to measure the uplift in conversion rates when users were exposed to both branding & performance campaigns in comparison to only performance campaign exposure, hence showcasing the importance of a branding journey for performance users.

Findings​

When branding and performance campaigns overlap, VIDA saw a 2.1x increase in conversion rate.​ By continuous tracking and analyzing these metrics, the brand is able to continuously optimize branding campaigns and drive better results for the business.

Results

  • 2.1x

    Conversion Rate​

  • 24.5%

    Overlap %

  • 10M

    Audience Overlap

CLIENTS SAY

Testimonials That Illuminate Our Success

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With the help of Ads Data Hub, Hero Vida has successfully embraced data-driven​ decision-making in media investments. It enabled us to unravel the influence of branding efforts on performance campaigns, providing valuable insights into optimizing the synergy between branding and performance initiatives.

Manav Sethi

Head Media, Martech & Growth Vida World​

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Branding Or Performance or Both and to what extent?? The world is seemingly curious about this question. Using ADH, we helped our client Hero Vida answer this question. When both branding and performance runs in tandem it provides better results than one running alone.

Anita Kotwani

CEO – Media, South Asia & CEO – dentsu

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