Problem Statement:
Find ways to expose users to the entire brand communication via video ads at the lowest CPCV & maximum video completion rate to create a favourable impact for a new product launch.
Insight:
People are spending more time at home, and people prefer streaming their favourite YouTube content on Connected TV devices, making this a prime placement for advertisers to consider.
Challenges:
In YouTube Skippable Ad Campaign, the Connected TV got the lowest Cost per Completed Views and highest Video Completion Rate but we were unable to spend a significant budget on Connected TV due to the sheer volume of traffic from smartphone devices.
Results:
We leveraged the growing Connected TV viewership and deployed Connected TV as a separate campaign with skippable video ad inventory and allocated a dedicated budget.
However, the completed VTR we got was only 42.14% at a high cost per completed view of Rs. 0.25 whereas we wanted to expose viewers to the entire brand message at an optimum cost to create a favorable impact, post which we deployed non-skippable video ad inventory simultaneously to A/B test for almost a month to check which one got us more completed views at lower CPCV.
It helped us understand Non-skippable inventory campaign garnered 82% completed VTR on Connected TV and skippable inventory campaign garnered completed VTR of 42%. However, the cost per completed view for non-skippable inventory was 3x lesser than that of skippable inventory.
The cost per completed view for non-skippable inventory was Rs. 0.09 against Rs. 0.25 for skippable inventory. This helps us garner 2x completed views while saving 63% of the spends.
August 24, 2022
