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A deepdive into Awareness, Consideration, Preference and Action Intent Measuring the effectiveness and results of a consentless campaign is a tough cookie to crack, considering there’s no access to any personal or tracking data for analyses. However, there is a way: a Brand Uplift Study. Opt Out Advertising mapped out the value of a non-consent campaign for the Vitality Small Business Health Insurance, together with Walk-In Media, Vitality’s media agency. In order to add value to the analysis, a comparison is made between display ads with and without consent. In order to make it a fair analogy, creatives that were used for both campaign strategies were identical. CTR, Viewability and CPC Let’s start with the results of the campaigns themselves. Opt Out Advertising’s non-consent strategy achieved a Click Through Rate (CTR) of 0,20%, outperforming the consent-led CTR by 55%. This means that non-consent traffic generated a higher level of engagement. Next up: Viewability. The non-consent inventory exhibited a viewability rate of 87.51, surpassing consent traffic with a 20% margin. Non-consent traffic ensured a reduced ad clutter, which can be attributed to a lower bid density. For Vitality and advertisers alike, this means that they can purchase ad placements with a higher viewability rate - ultimately resulting in increased attention for their ads. Another important metric is the Cost Per Click (CPC). Opt Out’s inventory maintained a CPC of only $ 0,80, an impressive cost saving percentage of 84% in comparison to the CPC for the consent-led strategy. In short, the investment per engagement is a lot lower for non-consent inventory. Brand Uplift Study Moving on to the value of the campaign in terms of Brand Awareness, Consideration, Preference and Action Intent. In order to measure this, Opt Out Advertising conducted a Brand Uplift Study. During the advertising term, Opt Out Advertising prompted the following questions for people that didn’t give consent: