BL x Premier Allergy _ Campaign Review and Spring Planning - 2025_01_27 10_59 EST – Recording

Chapter 1: Introduction

  • Viewable Impression Rate:

    • Important metric showing strong optimization success.

    • Achieved low Cost Per Viewable Impression (CPV) around 3¢ compared to a typical 10¢.

  • CPM (Cost Per Thousand Impressions):

    • High CPM noted, nearing the upper limit (around $20) typical for YouTube.

    • High CPM indicates payment for high viewability of ad contents.

    • Important consideration for future campaigns regarding reach versus viewability.

  • Campaign PAA September 2:

    • Focused on families, pet lovers, and luxury travelers.

    • Multiple video lengths used.

    • Click-Through Rate (CTR) was a bit low at 0.04%, but acceptable given the CPM optimization goal.

    • View-Through Rate (VTR) above average.

  • Suggestions for Future Campaigns:

    • Consider developing bumper ads (6-second spots) to enhance VTR.

Chapter 2: YouTube TV

  • Cost Per Viewable Impression:

    • Even lower for the YouTube TV campaign, indicating effective cost management.

  • Test Campaign Analysis:

    • Aimed for a lofty 75% VTR. Accommodation of various video types and detailed targeting used.

    • A benchmark for CTR should aim from 0.3% to 0.4%, currently underperforming.

    • Performance may be hampered by initial algorithm learning stages and not using high-quality inventory.

  • General Findings:

    • Emphasis on the importance of inventory quality on ad performance.

Chapter 3: Connected TV App

  • Campaign Performance Insights:

    • Connected TV as the top performer due to high-quality inventory usage.

    • Lesser results were observed on desktop and tablet, with low performance from these device types.

  • Device Performance Comparison:

    • Detailed understanding of how each device type impacted performance.

  • Future Recommendations:

    • Consider splitting video lengths by ad groups for improved analysis and optimization.

Chapter 4: Cap The Frequency

  • General Insights:

    • PG deals significantly contributed to success, yielding lower CPMs.

  • Campaign Management:

    • Overlapping insertion orders can create competitive bidding, raising overall CPMs.

    • Suggestion to group all related I/Os under one campaign to better control frequency and avoid competition.

Chapter 5: Specific Insertion Order

  • Frequency Capping Strategies:

    • Capping at the campaign level provides less granular control than line-item capping.

  • Audience Targeting:

    • Importance of keeping affinity and in-market audiences separated for better measurement and insight generation.

Chapter 6: Conclusion

  • Geographic Insights:

    • Valuable for targeting budget allocation towards responsive regions.

    • Potential separate I/Os by region for budget optimization.

  • Future Planning:

    • Suggestions for exploring reach campaigns with lower CPMs targeting generally underserved markets.

  • Project Timeline:

    • Target to reconvene around mid-March for follow-up.

    • Offer of assistance in report preparation and campaign adjustment as needed.