Pandora and Dentsu evaluated how Receptiv’s AI-driven receptivity signals could inform budget allocation decisions before campaign launch, optimizing strategy proactively rather than reactively to unlock incremental performance gains without increasing spend or altering their existing media mix.
Five audience segments were activated with varying receptivity levels, ranging from 0–20% through 80–100%. This structure enabled direct performance comparison across different receptivity tiers, isolating the impact of timing from all other variables.
A 20-point increase in Receptivity score doubled conversion rates, demonstrating a direct correlation between receptivity measurements and campaign performance. As receptivity rose, cost-per-acquisition fell proportionally, indicating improved efficiency in ad spending.
The study demonstrated that when an ad appears matters equally to who sees it. By reallocating budget toward higher-receptivity moments without changing overall spend levels or the existing media approach, Pandora and Dentsu achieved meaningful performance improvements that traditional audience-based planning overlooked.
Receptivity introduced a new layer to Pandora’s media strategy, one that allows them to prioritize moments, not just audiences.Alexandre Desilets-Benoit