How a leading home internet provider leveraged takeovers and always-on media to maximize brand lift

Objective: Prove the value of high-impact placements on brand lift

A leading home internet provider sought to maximize scale and media impact by utilizing a balanced mix of takeovers and always-on media. The primary goal was to measure the effectiveness of these tactics in driving brand lift, specifically validating that premium takeovers are worth the investment even when CTRs appear lower than standard media. 

Solution: Synergistic reach. High-impact takeovers. Frequency-driven always-on media.

To test the impact of their multi-placement strategy, the brand and Nextdoor isolated the performance of different ad tactics within a Brand Lift Study (BLS):

• Strategic media mix: The brand combined takeovers to maximize immediate reach with always-on media to maintain consistent frequency.
• Tactic separation: The BLS results were analyzed by separating always-on media from takeover placements to compare their individual contributions to the brand.
• Metric validation: The BLS focused on five key brand metrics including, brand awareness, ad recall, brand consideration, message association, and brand favorability, to move beyond standard surface-level engagement data.

Results: High-impact placements. Proven lift. Premium value.

The BLS confirmed that the brand's diversified strategy was highly effective at moving the needle on brand perception. The takeover placements showed statistically significant lift across all five brand metrics, including a +12.4% lift in brand favorability and a significant lift in brand consideration. Always-on media delivered a +13.4% lift in ad recall, while takeovers also drove a notable +9.8% lift, proving they are impactful even with lower CTR than always-on media. These results back up the recommendation for premium takeovers, showing how they drive brand awareness and favorability.