Summary Insights
Campaign engagement remained strong and stable in the final week, with CTV/OTT ending with an exceptional 98.67% Video Completion Rate (VCR), a +0.06% increase from last week and 9.67% above benchmark.
X also demonstrated an impressive performance resulting in a 29.80% View Rate, up 2.3% from the prior week. While we don’t have an industry-wide or historical benchmark for X video campaigns, this view rate surpasses our typical past performance, particularly given X’s fast-scrolling feed environment.
A/B testing of the 15s and 30s videos on X showed both formats performing competitively. However, over 12 days of testing, the 15s ad achieved a higher view rate of 30.30%, compared to 26.60% for the 30s video.
Recommendation: While both creatives have seen an increase in view rate in the last week, we recommend pausing the 30-second video for the campaign extension. The 15-second video not only shows higher performance but is also receiving more impressions and video starts.
The combination of premium video placements on CTV/OTT and highly targeted social reach on X drove a multi-touch awareness strategy that reinforced repeated exposure to our message among key decision-makers. Device ID retargeting ensured that viewers engaged with the campaign across multiple locations and devices, from work to home and beyond.
Campaign Extension: Upon approval of our media plan, we will implement our proposed strategy to target DOGE audiences with more narrow targeting layers across both CTV/OTT and X for an additional two weeks.
Overall Campaign Performance
90%
Gravity Score
Streaming (OTT/CTV) Video Completes
300,711
/ NO BM
Streaming (OTT/CTV) VCR
98.67%
/ 89% BM
98.67%
X (Twitter) Video Views
242,634
/ NO BM
X (Twitter) View Rate
29.8%
/ NO BM
Raise awareness among Members of Congress, their staff, and key tech/media influencers about outdated IRS systems.
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 video to deliver the highest impact within the established $40,000 budget, raising awareness in the form of views and impressions.
Key Audience Targets
CTV/OTT
Federal policymakers and tech & media influencers, in both Washington, D.C. & Mar-a-Lago.
X
Federal policymakers and tech & media influencers.