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Case Study: Ozone & Shelter combine to smash VTR benchmarks

This outstream campaign for Shelter used Ozone’s Premium Only Video product and delivered a +100% higher VTR than the industry benchmark, and 5.4% point brand lift.

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Introducing our client

Shelter, the UK’s leading housing and homelessness charity, wanted to raise awareness of, and support for, its new social housing initiative with the main objective being to secure commitment for increased investment from the government.

Our brief

Shelter wanted to achieve their main campaign objective in two ways: create talkability about the initiative; and build support by capturing petition signatures.

Driving awareness was a key measure of success for this campaign which would need to be achieved through a high 20% VTR of the video creative. High viewability for the campaign was a secondary success measure.

Our solution

Anchored in a bespoke contextual and behavioural targeting strategy, this short burst video campaign was designed to reach a highly engaged ‘Society and Current Affairs’ audience contextually in the upper funnel, while driving further intent-based, lower funnel action with readers who have above average consumption behaviour of related content across the wider Ozone platform.

Combining highly relevant targeting with Ozone’s Premium Only Video (Outstream) product and the eye-catching video creative, developed in-house by Shelter, resulted in positive brand lift, high VTR and viewability.

The creative

Delivering real results

+100% higher VTR the industry benchmark

  • This Premium Only Video campaign delivered a VTR of 40%, which is 2x both the client’s expectations and the industry benchmark of 20-25% for 15-second video creatives.

  • Contextual ‘Politics’ and ‘News & Politics’ targets displayed the highest VTR at 50% and 46% respectively suggesting that our targeting strategy and the relevancy of the campaign creative connected strongly with audiences.

5.4% point brand lift increases awareness by 2.3% points

  • Overall, the campaign delivered a strong 5.4% point brand lift, as measured by Brand Metrics a score comprising of awareness, consideration, preference and action intent metrics.

  • In line with the campaign’s core KPI, awareness increased by 2.3% points, which was doubly impressive due to its short, two-week duration.

Delivering viewability +19% above benchmark

  • The campaign delivered a 73% in-view rate, as measured by MOAT, which is +19% above the MOAT benchmark of 62%.

What Shelter said

“With The Ozone Project, we have the confidence that our ads are appearing in premium, brand safe environments that drive attention. By aligning our activity alongside relevant content, we’ve seen that we can not only generate high VTRs but also brand uplift.”

Download the full Ozone & Shelter Premium Only Video case study to print and read offline here.

Further video insights are available in our client case study for the travel and personal finance category or find out more about Ozone Premium Video Only in our video blog post here.

Sources: The Ozone Project, MOAT

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