Case Study: The Open University achieves 68% lower CPA and 3x more downloads with Outbrain Amplify

How The Open University drove interest and leads for their distance learning program

The Open University wanted to drive awareness and generate leads for its distance learning programmes by differentiating itself from other UK providers and communicating benefits like flexibility. Their campaign goals focused on lead generation, education and raising awareness among prospective students.

Using Outbrain Amplify and its KPI optimisation to identify top-converting referral sources within an editorial-style discovery environment, the campaign delivered strong performance: 3x more downloads than target, a cost-per-acquisition 68% below target, and a 0.82% click-to-conversion rate. The client reported fast, transparent collaboration and plans to continue using the platform.

The Open University

Ella Hall

Head of Acquisition And Brand