Summary Insights
Campaign engagement remains strong and stable as we enter the final stretch, with CTV/OTT maintaining an exceptional 98.61% Video Completion Rate (VCR), +0.11% increase from last week and 9.61% above benchmark.
X performance has leveled out with a 27.5% completion rate as the campaign scales and saturates its most engaged audiences, causing view rates to stabilize. 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 shows both formats performing competitively. Initially, the 15s ad held a modest lead in view rate (1.52% higher after 4 days of testing), but that advantage has since grown to a 2.89% gap after 6 days of testing. This emerging trend suggests the shorter format is increasingly resonating with viewers and may be driving higher retention.
Recommendation: Keep both versions live for the final week to validate whether this trend holds. If the 15s format continues to gain ground, we can adjust our approach and consider pausing the 30s. For now, the 30s still provides value in storytelling depth and should remain part of the mix.
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
90%
Gravity Score
Streaming (OTT/CTV) Video Completes
210,771
/ NO BM
Streaming (OTT/CTV) VCR
98.61%
/ 89% BM
X (Twitter) Video Views
103,800
/ NO BM
X (Twitter) View Rate
27.5%
/ 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Raise awareness among Members of Congress, their staff, and key tech/media influencers about outdated IRS systems.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.