The Solution
Leveraging Onyx, the Ad Council strategically placed its campaign across highly viewable placements of premium U.S. publishers, spanning across news, sports, and celebrity categories. This approach not only provided contextual relevance but also ensured that the campaign effectively captured attention for the organization and its cause. Measured by Adelaide’s Attention Unit (AU) score, the Onyx environment successfully delivered attention that exceeded the standard benchmark by 31%, underscoring the impact of these placements within reputable publisher environments. While these donated media placements captured attention, custom Onyx experiences from Brand Studio were key to sustaining it. For instance, a custom Onyx design incorporated Pre-Roll Video and an interactive poll, prompting audiences to consider if they were ready to earn their high school equivalency – and drew over 500 positive responses. Overall, the creatives generated substantial engagement, achieving an average CTR that was 123% higher than the benchmark.
