Brewing up a VTR high for a leading beer brand

Ozone and our client – a leading international beer brand – toasted success on a campaign to drive brand engagement, and the results were fantastic, with VTR a key highlight.

CLIENT BRIEF

We were briefed to raise awareness and engagement with the client’s leading beer brand. The client desired to take advantage of Ozone’s premium publishers and trusted, well-known environments. A tailored targeting strategy was informed by our unique first-party data. High VTR and CTR were core KPIs.

OUR SOLUTION

The near-universal reach of our scaled platform to the nation’s internet users, combined with our unrivalled targeting capabilities, would be critical in increasing engagement more broadly.

Our high impact and engaging Skins and Premium Only Video outstream formats were used to deliver the campaign’s bold and distinct creatives.

As part of our strategy, we served the campaign to beer fans and food and beverage consumers in behaviourally relevant areas of interest, such as football or content about sporting events.

CAMPAIGN RESULTS

• +31% higher VTR vs. benchmark: Our Premium Only Video outstream video format delivered an incredible 59% VTR, a whopping +31% higher than the 45% benchmark for the formant and video length. Alongside this fabulous score, the campaign delivered an impressive overall CTR of 0.68%. Star formats included Skins (1.16% CTR) and outstream (0.14%), both of which were well above the respective format benchmarks.

• 70% viewability: The campaign’s eye-catching creatives, combined with our high attention formats, contributed to a successful 70% viewability score, which exceeded benchmarks.

• +2.8% brand lift: The campaign achieved an overall brand lift of +2.8% points  with increases in both the upper and lower funnels, most notably in consideration. The +1.4% point increase in consideration reflects the campaign’s success in increasing awareness of the beer to sample it.

Sources: Ozone and Brand Metrics