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\ Press Release
AdTheorent Supports First-Ever National Type 2 Diabetes Prevention Advertising Campaign
New York, NY – Oct. 31, 2018 – AdTheorent, Inc., a digital advertising leader using advanced machine learning technology and solutions to deliver impactful advertising campaigns for marketers, today announced campaign results from the Ad Council’s Type 2 Diabetes Prevention digital advertising campaign sponsored by the American Medical Association (AMA) and the Centers for Disease Control and Prevention (CDC). The campaign’s primary goals were to raise national awareness of prediabetes and to drive consumers to DoIHavePrediabetes.org to complete an online prediabetes risk assessment.
The Situation:
More than one in three American adults has prediabetes and are at high risk of developing type 2 diabetes, a serious health condition that can lead to heart attack and stroke. Nearly 90 percent of people with prediabetes do not know they have it, and early detection is key because prediabetes can be reversed through weight loss, diet changes and increased physical activity.
The Approach:
The Type 2 Diabetes Prevention campaign is premised on the reality that no one is excused from the risk of prediabetes. The campaign features video PSAs – which run in donated time and space – that encourage people to find out if they have prediabetes, learn how it can be reversed, and take action to prevent or delay type 2 diabetes. The PSAs also featured a strong call-to-action guiding viewers to take an online prediabetes risk test.
The primary campaign target was adults, ages 40-60. To engage with this audience, AdTheorent developed custom machine learning models across mobile and desktop devices and used predictive targeting to reach consumers within that demographic with the highest likelihood of completing the online assessment. To track consumer actions after exposure to the brand campaign, AdTheorent placed pixels on the target website (DoIHavePrediabetes.org). Using pixel data, predictive models optimized toward consumers most likely to take key actions on the brand site.
Campaign Results:
The campaign, which ran entirely on donated media support from AdTheorent, was successful both in terms of driving awareness and driving online assessment completes. The Video Completion Rate was 78%, surpassing the client’s benchmark by 160%.
The Cost-Per-Action (CPA) results were also outstanding:
- The campaign ended with a CPA of $19.33, with the “action” being consumers who visited the Risk Test landing page.
- The completion of the Diabetes quiz KPI yielded a CPA of $24, beating the client benchmark ($100) by 76%.
“Diabetes is such a prevalent health issue across America, and there is so much that can be done to prevent this disease, so it’s crucial to reach and educate consumers about the risk factors and changes they can make to stop diabetes in its tracks,” said Katherine Pastre, Senior Vice President, Media Strategy and Outreach of Ad Council. “We were absolutely thrilled with the results of this campaign – while awareness is essential, we’re also looking for Americans to learn their risk for prediabetes by taking the site’s risk assessment test. AdTheorent’s machine learning system helped us identify the viewers within our target audience who would be most likely to take the risk test.”
To find out more about the campaign, please visit DoIHavePrediabetes.org.
About AdTheorent®
AdTheorent uses advanced machine learning technology and solutions to deliver impactful advertising campaigns for marketers. AdTheorent’s industry-leading machine learning platform powers its predictive targeting, geo-intelligence, proprietary relationship graph and in-house creative capability, Studio A\T. This product suite allows advertisers to identify the most qualified individuals coupled with the optimal creative experience to drive campaign performance and deliver on advertiser KPIs at scale.
In the last year, AdTheorent’s solutions have been recognized with numerous awards, including: “Best AI-Based Advertising Solution” (AI Breakthrough Awards), “Most Innovative Product” (B.I.G. Innovation Awards), “Most Innovative Platform” (DMA Innovation Award), as well as Frost & Sullivan’s “Digital Advertising Leadership Award” and Deloitte’s Technology “Fast 500.” AdTheorent is headquartered in New York, with twelve office across the United States and Canada. For more information, visit adtheorent.com.
The Ad Council
The Ad Council is a private, non-profit organization with a rich history of marshaling volunteer talent from the advertising and media industries to deliver critical messages to the American public. To learn more about the Ad Council and its campaigns, visit www.adcouncil.org, like us on Facebook, follow us on Twitter or view our PSAs on YouTube.
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