Turning waste into wins: Biffa proves consentless advertising delivers

In the summer months of 2024, waste management company Biffa ran a standard online consented campaign.

A couple of months later, after speaking with Opt Out Advertising, the company decided to take a leap of faith and test out a consentless campaign for the very first time (i.e., an online ad campaign served to people who did not want their personal data used for advertising targeting).

The results, when comparing the consented campaign to the consentless one, were surprising. In short, the consentless campaign achieved significantly better results.

Benefits of Consentless Inventory

There are multiple benefits for advertisers tapping into consentless inventory:

• Faster Ad Loading: The ads load faster on the site, resulting in more time spent exposed to the creative and messaging.
• Less Ad Clutter: Fewer ads on the page mean the creative stands out more and is not lost in a clutter of advertisements, allowing for greater cut-through.

We worked with Biffa’s media agency December19 to land this campaign across regional media in London and the South-East.

Exceptional Results

December19 Ad Ops Manager Harry Gray says:

“We are really pleased with the results of our recent campaign for Biffa Regional activity that ran with Opt-Out. Their consentless approach helped us achieve a 183% increase in click rate, all while reducing our CPM by 59p. The combination of performance and cost-efficiency they delivered exceeded our expectations.”