Leveraging AI-powered audience optimisation to increase engagement, improve traffic quality and drive stronger lead generation outcomes.
Mitsubishi, one of the worlds leading industrial groups, aimed to significantly expand its digital audience reach, attract highly qualified website traffic, and acquire new users interested in the brand during a critical summer sales period. However, effectively tracking and optimizing campaigns based on user interest across a diverse, multi-channel digital ecosystem presented a significant hurdle.
Mitsubishi, in collaboration with WPP Media, devised and executed a targeted seasonal display campaign. The strategy was built upon a sophisticated, multi-layered targeting structure that leveraged a powerful combination of CTV data, first-party site data, and custom audience segments based on interests. Crucially, WPP Media’s proprietary AI technology, Media Optimizations, was leveraged to optimize the campaign. Its advanced ‘Engagement Scoring’ feature classified target audience segments based on their engagement levels during website visits. Based on this scoring, the AI then weighed user segments by their value and developed a campaign-specific optimization algorithm that dynamically allocated budgets to the highest potential audiences, thereby maximizing campaign efficiency.
Media Optimizations’ learning algorithm continuously refined the campaign (from 6/20/2025 till 8/31/2025), leading to a consistent increase in performance
19%
Increase in click-to-session rates, indicating a higher quality of traffic
113%
increase in average session durations, demonstrating significantly deeper user engagement.
119%
In the click-to-form page rate, directly contributing to lead generation and user acquisition
