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.
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.
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.
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