With Easter over, the attention of our premium publishers and nationwide audience is now firmly fixed on the historic Coronation of King Charles and Queen Camilla in early May. Our latest insight feature focuses on this era-defining moment
The Coronation of King Charles and Queen Camilla takes place next month and – as we saw with last year’s Platinum Jubilee – our premium publishers and nationwide audience are gearing up for this historic occasion.
With only weeks to go, excitement is growing for the country’s first Coronation in more than 70 years. At Ozone, we see this through increasing reader engagement with related content created by our publishers.
No bigger family than the Windsors
One example is growing interest in our Pop Culture category and a specific topic within the category. Proving there’s no bigger family in Britain than the Windsors, weekly page views for the Celebrity Families content within Pop Culture have grown by an average of +30% since Monday, 21 March (that’s more than 43m page views in the last three weeks).
While impressive, that growth is likely to be dwarfed by the explosion of interest in Coronation content when the event takes place in the first weekend in May, as we saw during the Jubilee. More than 110m Royal page views in the week of the Jubilee were 3.3x times higher than the seven days before.
Planning the perfect celebration begins
It’s not just interest in the Royals themselves where growth can be expected. In the build up to last year’s Jubilee, we saw significant engagement increases with content related to organising celebrations and parties.
Party planners looking for celebratory inspiration began their research two to three weeks prior to the Jubilee, as Home Entertaining and Outdoor Decorating increased by +43% and +62% respectively in the fortnight before. Party Supplies too saw nearly 3x growth in page views , albeit the week before the event.
Catering for Jubilee celebrations, saw engagement with Alcoholic Drinks – such as cocktail recipe ideas – buildup gradually, increasing +12% and then +77% in the two weeks leading up to the main event. Cooking and Baking recipe engagement also followed a similar pattern, but started to build slightly earlier, up +34% and +11% respectively from three weeks prior.
The pattern is similar this year as in the last week, page views for Baking and Alcoholic Drinks have grown by +42% and +33% respectively. Elsewhere, our Events & Attractions category, up +17% last week, is being driven by growth in page views for the National Holidays and Personal Celebrations topics (up 3.7x and 21% respectively).
While Easter may only just be over, the Coronation is now only three weeks away and there’s another long weekend to plan for and our suitably regal publisher content provides the perfect party recipe.
Results fit for a King
Brands see results that are fit for a king when they partner with us on campaigns across our premium publisher portfolio and high attention environments. We’ve selected a trio of case studies to showcase the power of Ozone in Coronation-relevant categories.
Cooking up a sweet treat with Premium Only Video
Our Premium Only Video outstream player cooked up a sweet treat with our client – a leading food brand – to deliver incredible VTR and Viewability:
57% VTR: The campaign achieved a very strong VTR score of 57%, with the performance of the campaign’s two video creatives achieving 20% above the expected target.
79% Viewability: The eye-catching creative and engaging formats used combined to deliver an amazing 79% Viewability score, going above and beyond its 70% MOAT benchmark.
Brewing up a VTR high for a leading beer brand
Our client – a leading international beer brand – toasted success on a campaign to drive brand engagement:
+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 format 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.
Serving top results for a leading cider brand
We partnered with a leading UK alcoholic drinks brand teamed up, with the primary campaign focus of CTR:
0.18% CTR and 74% Viewability: The campaign smashed its KPI performance with all formats exceeding their respective CTR and Viewability benchmarks. The star performance was the Interscroller, having achieved 0.37% vs 0.25% CTR benchmark.
+11.05% Ozone Attention Index: We saw a very impressive Ozone Attention Index score of +11.05%, significantly above the industry average. This result was driven largely by the Interaction Touch Rate, indicative of the Interscroller format’s natural ability to garner user attention.
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