Summary Insights
Engagement exceeded benchmarks across the board, highlighting the campaign’s effectiveness in reaching and resonating with the target audience. The campaign achieved a 0.11% click-through rate (CTR) on banners (57% above benchmark) and an 82.56% video completion rate (VCR) on online video, surpassing industry benchmarks by 27%.
Retargeting strategies were exceptionally effective. The retargeting pixel significantly outperformed the 0.07% benchmark with a 0.96% CTR, a clear sign of resonance among previously engaged users.
Overall Campaign Performance
90%
Gravity Score
Banner Ads: CTR
0.11%
/ 0.07% BM
0.11%
Banner Ads: Clicks
519
/ NO BM
Online Video: VCR
82.56%
/ 65% BM
82.56%
Online Video: Completed Views
470,446
/ NO BM
Celebrate PEOs and NAPEO Members during National PEO Week with strong, visible recognition.
Amplify advocacy efforts during the Capitol Summit by increasing awareness of the PEO industry among policymakers.
Drive awareness with high-value audiences through targeted, retargeted, and emotionally resonant messaging.
Geo-targeting focused on key D.C. landmarks and venues tied to Capitol Summit events (e.g., Capitol Hill, The Ritz-Carlton).
Audience targeting included HR leaders, business owners, and government professionals using behavioral and demographic data.
Campaign execution focused exclusively on scalable programmatic video and banner ads due to access issues with Meta.
Retargeting pixels were placed on napeo.org/peoweek and napeo.org/peoweektoolkit to re-engaged website visitors and ad viewers and reinforce messaging throughout the week.
Banner Ads
Static ads were formatted across high-performing mobile and desktop sizes to ensure premium placement opportunities: 300x600, 970x250, 728x90, 300x250, 320x50, 300x50, 160x600.
Delivered two creative messages:
Succeed & Grow: Emphasized how PEOs help small and mid-sized businesses thrive.
Stats: Highlighted the scale and impact of the PEO industry supporting 200,000 businesses and 4.5M workers, reinforcing the industry’s importance through credible, numbers-driven messaging.
Video Ad
A 30-second video highlighting the significance of National PEO Week, size and scale of the PEO industry, and its impact on small business owners across the country.