PUBLICIS GROUP INDIA SAW IMPROVED WIN RATES AND MORE EFFICIENT CPMs
Publicis Group has a long-standing partnership with PubMatic that is focused on driving supply path optimization for its brand and performance advertisers.
THE CHALLENGE
Information regarding the position of video ads on a page is not always accurately declared within the DSP. Faced with this lack of visibility, Publicis Groupe utilized Auction Packages from PubMatic to gain more transparency and improved media quality.
THE SOLUTION: PUBMATIC'S AUCTION PACKAGES
PubMatic’s Consumer Experience Auction Package saw 80% higher win rates, delivered better ad placement and better pricing for Publicis Groupe, vs. buying standard ad units via its DSP.
PubMatic’s Auction Packages are an effective way for buyers to make programmatic auctions more efficient by allowing them to target consumers at scale while retaining control of what they’re buying. Publicis Group activated PubMatic’s Consumer Experience Auction Packages for video buys, which pulled back the curtain of what inventory, ad format, and placements the agency was buying. This drove improved campaign performance across key quality metrics such as completion rate and viewability.
SUCCESS BY THE NUMBERS
- Publicis Group India saw more efficient CPMs
- 12% higher video completion view for a 30-sec creative
- Improved internal quality measurement, such as increasing the measurable audible online video inventory