At the supermarket, an “organic” label is understood to mean a higher-quality, healthier product. Likewise, in the ad industry, marketers seeking higher-quality ad placements free of fraud look for “premium” inventory.
This focus on quality was evident in a recent campaign Turn executed on behalf of a CPG client that was launching a new line of organic meals. In this case, the marketer achieved an average 70% in-view rate on large video player inventory with less than 1% fraud and a 75% completion rate.
Launching video ads that get seen (by a human)
Fraud has been a constant bugbear for the digital advertising industry. Some $7 billion in digital ad spending was wasted last year on ads that no one saw, according to a report by the Association of National Advertisers. Meanwhile, advertisers worry that some of their ads won’t be viewable because of placement, small player sizes and low engagement rates. The IAB’s industry goal for viewability is 70%.
In this instance, the CPG advertiser used video, which brought its own set of KPIs including in-view rates. Its viewability KPIs were 70% for mobile and 50% for desktop.
To reach those goals, the brand used Turn’s built-in video features to set its desired viewability, frequency and player-size goals. By specifying those KPIs, the brand avoided the incremental costs of pre-bid viewability segments while gaining efficiencies.To guard against fraud, Turn employed an always-on algorithmic filtering of fraudulent bid requests as verified by DoubleVerify.
While clean impressions were important, the brand had other objectives as well. It asked for a frequency cap of six impressions to avoid message burnout and achieve a high return on advertising spend (ROAS). The campaign also fused the brand’s first-party data with the appropriate third-party audience segmentation data to ensure that the placements were targeted on a granular level.
By automating execution of the campaign on the Turn Platform, the brand’s media activation team spent just a third of the time they normally would spend evaluating performance and manually optimizing the campaign in-flight. This allowed them to act quickly using real-time insights and pivot tactics as needed.
Thanks in part to this ability to optimize on the fly, the videos achieved a viewability rate of 70% with a 75% completion rate; blowing away the goal of 50%. The fraud rate of 1% was also remarkably low — made possible through the combination of Turn’s rock-solid algorithms and DoubleVerify’s technology.
As a result, the ads got in front of the right people but weren’t over-played. For this CPG client’s campaign, the proof was in the pudding.
Founded in 2005, Amobee is an advertising platform that understands how people consume content. Our goal is to optimize outcomes for advertisers and media companies, while providing a better consumer experience. Through our platform, we help customers further their audience development, optimize their cross channel performance across all TV, connected TV, and digital media, and drive new customer growth through detailed analytics and reporting. Amobee is a wholly owned subsidiary of Tremor International, a collection of brands built to unite creativity, data and technology across the open internet.
If you’re curious to learn more, watch the on-demand demo or take a deep dive into our Research & Insights section where you can find recent webinars on-demand, media plan insights & activation templates, and more data-driven content. If you’re ready to take the next step into a sustainable, consumer-first advertising future, contact us today.
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