Summary Insights
Engagement continues to climb, with CTV/OTT maintaining an exceptional 98.50% Video Completion Rate (VCR), a +0.36% increase from Week 1 and 9% above benchmark. This upward trend reaffirms the effectiveness of the 30-second video format for message retention.
The X campaign launched on March 15 and is already demonstrating steady engagement with a 33% view rate. To further optimize X performance, we recommend A/B testing a 15-second cutdown of the video to assess whether a shorter format can drive higher engagement and completion rates.
The combination of premium video placements on CTV/OTT and highly targeted social reach on X is driving a multi-touch awareness strategy that reinforces repeated exposure to our message among key decision-makers. Device ID retargeting is ensuring that viewers engage with the campaign across multiple locations and devices, from work to home and beyond.
Overall Campaign Performance
85%
Gravity Score
Streaming (OTT/CTV) Video Completes
138,589
/ NO BM
Streaming (OTT/CTV) VCR
98.5%
/ 89% BM
98.5%
X (Twitter) Video Views
25,646
/ NO BM
X (Twitter) View Rate
33%
/ 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Raise awareness among Members of Congress, their staff, and key tech/media influencers about outdated IRS systems.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.