Kantar recently looked into the brand uplift effects of our cookieless ad targeting technology.

The results showed illuma significantly outperforming industry benchmarks in areas including Online Ad Awareness and Brand Affinity, without using personal data.

Kantar’s Hannah Walley said: “As the results in this report demonstrate, the illuma campaign was very successful in capturing attention, with Ad Awareness well above Kantar UK norms. Particularly impressive was the 14.5% uplift in Brand Affinity – a very important but difficult metric to shift”.

The key findings of the report include:

●  Online Ad Awareness grew by +11.9 percentage points, which is 65% greater than the Kantar UK norm. Industry benchmarks indicate that Online Ad Awareness grows by an average of +7.3 percentage points when examining the control vs exposed audiences.

●  Brand Affinity, which according to Kantar is “a difficult metric to shift”, also increased significantly, with exposure to the campaign generating a +14.5 percentage point increase.

●  Brand Attributes were successfully communicated among the total audience and those in-market to donate; after campaign exposure, 91% of respondents agreed that Shelter stands up for homeless people, and 90% saw Shelter as a trustworthy charity.

●   Other metrics including Aided Brand Awareness, Brand Favourability and Purchase Intent were maintained at high levels. 

Hannah continued: “These powerful results can be attributed to Illuma’s unique Moment Targeting method, which works by reacting in real-time, bottom-up, to target people when the content they are reading means they are more predisposed to want to hear from the brand in question.”

Download the full report here.