Our client ran an awareness campaign with both web display and video advertisements in order to promote awareness for a European Grocery retailer. An advertisement was considered well-placed if it was viewed, and in the case of a video, if it was completed.
We were interested in determining the impact of DeepSee.io Best Quality inventory on viewability and complete rates.
The Active View % is used to evaluate the campaign for both display and video. Additionally, the Video Complete % is used to evaluate the campaign’s video portion.
Active View % is defined as (Viewable Impressions / Measured Impressions) * 100, where an impression is considered viewable if 50% of the advertisement is in view for at least 1 second in the case of display and 2 seconds in the case of video.
Video Complete % is defined as (Complete Video Impressions / Video Impressions) * 100, where a video advertisement is considered complete if the video is 100% completed (i.e. if both the initial pixel and completion pixel fire).
Case Study Design
For this study, we performed an historical analysis: after the campaign was complete, we matched the delivery report to our data to tell us which sites qualified as DeepSee.io Best Quality inventory and which did not.
We segmented our analysis by web and video, and for each divided the observations into Best DeepSee.io Best Quality domains and other domains. Then we then computed Active View % for the web impression and both Active View % and Video Complete % for the video impressions for both groups.
For web display, we found that DeepSee Best Quality inventory outperformed other inventory with an Active View % of 69.22% vs. 46.33% (~49% increase in impression viewability).
For web video, we found that DeepSee Best Quality inventory outperformed other inventory with an Active View % of 72.65% v.s 51.64% (~40% increase in Viewable Impressions) and a Video Complete % of 80.29% v.s. 63.81% (~25% increase in completed video advertisement).