X paid ads drove 82%+ of page traffic. Despite the 30s ad being in-market for a longer duration, the 15s ad drove more site visits, reinforcing the strength of shorter form content and supporting our recommendation to pause the 30s ad in the 2-week campaign extension.
357 total users visited the landing page and mobile made up 80% of visits, consistent with social media behavior and reinforcing that our campaign landing pages should continue to be optimized for mobile.
This was an awareness-focused campaign, designed to prioritize reach, impressions, and video completions rather than direct web traffic.
Platforms like CTV/OTT do not offer clickable ads, so direct traffic from these channels is unlikely; instead, success is measured by message exposure and audience recognition.
If increasing website traffic becomes a higher priority, we recommend transitioning from a mixed-media approach to a static-driven strategy. This shift would allow us to focus on driving clicks to websites, rather than video views and VCRs, which are more effective for content consumption and broader awareness.
357
Visitors
377
Page Views
58
Desktop: 17.58%
7
Tablet: 2.12%
264
Mobile: 80.00%
1
Smart TV: 0.30%
148
30 second: 52.86%
132
15 Second: 47.14%