By partnering with a leading financial provider, Ozone delivered a 24.5% point brand uplift across the campaign, while beating video VTR benchmarks by +20%.
As a leading high-street bank, our client had enlisted well-known celebrities for their latest brand-led campaign. Featuring well loved stars of the small screen, these adverts ran heavily on both TV and digital video channels.
Our brief
The campaign targeting for this activity centred around an audience of 24-44 year old ABC1s. This activity ran across multiple bursts with the following goals:
- Increasing brand effectiveness measures relating to the campaign, starting with awareness
- Driving video completions across all publisher properties within the Ozone portfolio
- Delivering this at scale across our premium publisher network
Our solution
Ozone is a platform for delivering High Attention at scale. This proposition is fuelled by the editorially-governed content that is created by our publishers every day.
Previous research carried out by Lumen Research, in conjunction with Unruly, highlights that video ads appearing on premium newsbrand sites experience +42% more dwell time than elsewhere on the web, with viewers 2.4x more likely to consider purchase/action after exposure.
Running across our Premium Only Video solution, we delivered 1.3m impressions across the first campaign period alone.
Delivering real results
24.5% point Brand Lift: This exceptional level of total brand lift indexes at 229 versus Brand Metrics’ global publisher benchmark.
Total brand lift is an amalgamation of measures for brand awareness, consideration, preference and action intent. All four measures witnessed significant uplift across the duration of this campaign:
- Brand awareness: +33%
- Brand consideration: +17%
- Brand preference: +27%
- Action intent: +24%
24% video completion rate: Delivering completed video views was a key measure for this brand campaign. With the campaign’s 70% viewability target exceeded, this activity delivered a 24% in-view completion rate. This was +20% higher than the target set at the outset of the campaign.
Platform scale performance: The campaign was delivered across all Ozone publishers, indexing highest with our Business & Finance, Books & Literature and Technology & Computing audience segments.
Source: *Lumen Research & Unruly, ** Brand Metrics
