Summary Insights
In its first week the campaign has achieved an outstanding 98.15% Video Completion Rate (VCR) on CTV/OTT—9% higher than the benchmark—demonstrating the effectiveness of the 30-second video format and confirming strong resonance with key audiences, including congressional staff, tech, and media influencers.
Capitol Hill’s larger audience naturally led to higher impressions, but both locations performed 9% above benchmarks, validating that the campaign is effectively reaching and influencing intended individuals.
The X (formerly Twitter) portion of the campaign experienced a delayed launch due to the X verification process. As of March 14, the verification process is complete and ads will begin to run on the platform.
Overall Campaign Performance
85%
Gravity Score
Streaming (OTT/CTV) Impressions
70,217
/ NO BM
Streaming (OTT/CTV) Video Starts
69,644
/ NO BM
Streaming (OTT/CTV) Video Completes
68,357
/ NO BM
Streaming (OTT/CTV) VCR
98.15%
/ 89% BM
98.15%
Raise awareness among Members of Congress, their staff, and key tech/media influencers about outdated IRS systems.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.