James Mapley, our client services partner, deep dives into the exceptional campaign results Ozone can guarantee from our suite of innovative video products and measurement solutions
Tuesday 21st September, 2021
With an ever-evolving suite of video products, The Ozone Project is leveraging its premium environments and engaged audiences to drive industry-beating outcomes for advertisers.
Since first launching back in 2018, Ozone has been home to some of the most high attention video solutions in the market, delivering great results for advertisers and a user-friendly experience to more than 99% of the UK’s online adults. Our approach to video is to auto play with the sound-off until a user engages with the creative, with our player stopping when out of view. This means that when you buy with Ozone, completed views are in-view and our player is non-intrusive for the user. This is a core component
Outstream - or Premium Only Video as we call it - is very different to other forms of video advertising, as it sits within a piece of content rather than gating it, like pre-roll and TV. Looking specifically at Outstream, there are certain benefits to putting the user experience before forcing a view. For instance, users forced to view an ad before a video pay 25% less attention than non-gated standard advertising (Nielsen ‘Mindset Matters’, 2019). Beyond this, taking into consideration the context Ozone’s Premium Only Video runs in, after viewing video ads on our sites, users are more likely to want to find out more about a product and significantly more likely to consider a purchase (Lumen ‘Paying for Attention’, 2018).
Innovation in new ad video formats
We believe in a better future for advertising. Many facets will make up that future, but a key one is innovation, so we have spent 2021 building on our existing video offering to bring you new ways to achieve advertisers’ outcomes and new formats with which to do it.
Our Premium Only Video delivers great performance in quality environments, and as such we are continuously looking for ways to create more opportunities for our customers. One such example is the video DMPU, a more engaging version of the existing High Impact format that hosts a video in place of the usual static image or animation. A practical benefit of this format is that existing social assets can be easily repurposed to fit the 300x600 pixel dimensions, allowing for greater cost efficiencies on the creative side.
This summer, we ran a video DMPU for a young health supplement brand. Over the course of three campaigns - booked back-to-back as a result of excellent performance - we managed to achieve 47% VTR which is 3.1x higher than the Outstream benchmark for a creative of the equivalent length. In this time, we also excelled where viewability was concerned, reaching 79% overall.
One of the great advantages of adding this activation to our Premium Only Video suite is that it takes the best of both worlds from display and video, benefitting from the high viewability and enormous reach we typically see for High Impact formats, while also allowing for a longer form creative with greater crossover with other video channels.
DMPUs on Ozone publisher websites are one of the greatest attention-driving formats, particularly on desktop where they achieve an average Ozone Attention Index 6.7% higher than the industry average. Beyond just being seen, these desktop DMPUs drive real interaction, beating out MOAT’s market average by over 12%.
You can read more about the Ozone Attention Index here or check out our recent Better Future Series session on effective measure of success in digital advertising here.
Guaranteeing exceptional campaign outcomes
While the example above shows the great results that can be derived from Ozone’s premium environments, guaranteeing exceptional campaign performance and removing uncertainty is a constant issue for advertisers which can now be achieved by buying video campaigns on an outcomes basis. By buying completed views, rather than impressions, advertisers are cementing their performance from day one, making our video the perfect blend of audience, environment and performance.
Read more about our CPCV offering - the first of Ozone Outcomes - here.
Despite recent manufacturing pressures in the automotive sector, a leading car brand recently approached us with a short, sentimental ad that certainly benefited from being watched to completion. Using just music, text and visuals, it worked perfectly within our sound-off, non-intrusive Premium Only Video environment.
A normal 15-second Outstream video would usually have an industry benchmark of 20% VTR, but by buying their desired outcome via Ozone, this brand was able to ensure their campaign goals were met from the second they signed up as Ozone’s premium, high attention environments got the job done.
And this translated to real world results, ultimately driving a benchmark beating 3.4% lift in brand awareness and a 0.4% increase in purchase intent for the car in question (Brand Metrics, 2021).
Get in touch with Ozone’s Client Services team
For more information about Ozone, our video offering and how your brand could benefit from leveraging our outcomes solution, or even just alternative formats on an existing plan, please email your respective sales representative or clientservices@ozoneproject.com and one of our specialists will be happy to help.
