Financial Institution
TTiV (Targeted Time in View)
Avg. In-View Time
36 Sec
Avg. In-View Time
5sec UPLIFT
From 31 seconds to 36 seconds
Brand Consideration
3.4% UPLIFT
0.9% above the industry benchmark
Sources: Brand Metrics, July-September, 2023
The Challenge
Between July and September 2023, a market-leading financial institution was looking to run a campaign on its new product to lift awareness and drive consumers through the funnel.
Targeted towards small business owners, the product sought to provide an alternative to traditional payment terminals and increase access and flexibility in how SMEs receive payments.
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The Insight
As SME owners are traditionally difficult to identify and reach, News Corp Australia built a campaign leveraging IAS Context Control to guarantee the campaign was placed in the right environments to deliver the most impact.
Strategy & Solutions
Leveraging IAS, News Corp Australia chose to layer this with Targeted Time in View (TTiV) to ensure higher resonance with the campaign message through a longer in-view time than traditional ad formats would provide. This was in line with News Corp Australia guidelines and the recommendation from 3rd party video measurement platform, Adgile, that 15 second ad creative is the optimum time frame for impact across the NCA network.
Products Used
STANDARD DISPLAY DESKTOP & MOBILE
INTENT CONNECT, TTiV & CONTEXTUAL SEGMENTS
Results
The combination of IAS Context Control and TTiV drove impressive results, especially with a pre-existing brand awareness level of 94%.
Rising In-View Time
IAS Context Control enabled an average in-view increase of 5 seconds, or 16%, from 31 seconds to 36 seconds.
Full Funnel Outcomes
The campaign also drove uplift across the funnel, with a 3.4% increase in brand consideration, a 1.4% uplift in brand preference and a 0.7% increase in intent.
Brand Consideration
3.4% UPLIFT
0.9% above the industry benchmark
Avg. In-View Time
5sec UPLIFT
From 31 seconds to 36 seconds
Avg. In-View Time
36 Sec