Summary Insights
This 2-week extension was designed to narrow reach and focus on DOGE-aligned audiences. We narrowly geo-targeted high-impact federal locations (The White House, Eisenhower Executive Office Building, Mar-a-Lago) and layered in Republican/conservative demographic and contextual signals, including interests in government efficiency, IRS reform, and fiscal responsibility.
CTV/OTT maintained an exceptional 98.81% average Video Completion Rate (VCR) at nearly 10% above the benchmark, an indicator that message retention remained strong among our narrowed audience.
The X campaign performed well within our audience framework, delivering a 31.44% view rate, higher than our initial campaign and a strong result given the platform’s fast-scrolling dynamics and the tighter audience pool.
Retargeting drove the highest VCR (98.91%) on CTV/OTT, validating the effectiveness of repeated exposure across devices and locations. By using device ID targeting, the campaign ensured individuals who had already seen or partially engaged with ads saw the message again as they moved through different apps and places. This repeated exposure is particularly valuable for message retention and brand recall.
Overall Campaign Performance
90%
Gravity Score
Streaming (OTT/CTV) Video Completes
182,068
/ NO BM
Streaming (OTT/CTV) VCR
98.81%
/ 89% BM
98.81%
X (Twitter) Video Views
69,614
/ NO BM
X (Twitter) View Rate
31.44%
/ NO BM
Raise awareness among DOGE and DOGE-adjacent conservative policy influencers and their staff.
Highlight the IRS system’s negative impacts on American small- and mid-sized businesses and taxpayers.
Elevate NAPEO’s visibility as a leader in advocating for PEOs and their clients.
X and CTV/OTT were selected as targets for the “Retire the Fax Machine” 30-second & 15-second videos to deliver the highest impact within the established $14,500 extension budget, raising awareness in the form of views and impressions.
Key Audience Targets
CTV/OTT
Geo-fenced around the White House, Mar-a-Lago, and the Eisenhower Executive Office Building, where DOGE is currently operating and Elon Musk is reportedly sleeping.
Layered in Policy Influencer and C-Suite Tech Executive audience segmentation (based on professional data/job function data) as well as Republican/Conservative affiliation to further refine our audiences.
X
Maintained geo-targeting in the DC Beltway, as the platform does not allow for building-level precision.
Layered in Republican/Conservative affiliation and contextual targeting to focus on individuals who have engaged with X content that aligns with common phrases DOGE, Elon Musk, and adjacent influencers are frequently engaging with: IRS, DOGE, government waste, government spending, government efficiency, wasteful contracts, taxpayer dollars, and federal budget.