Hyper-Contextual Targeting: How a Mobile Operator Achieved 50% Higher YouTube VTR

Effective expat targeting on YouTube delivering 50% VTR uplift

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The Challenge

A mobile virtual network operator in Saudi Arabia primarily targets expat audiences. However, native targeting options within Google platforms donot accurately identify and segment these audiences, leading toi mprecise activation and media wastage.

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The Objective

Drive YouTube views on videos tailored to different expat audiences across KSA, without sacrificing scale

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Our Approach

We set up an A/B test between standard targeting and our hyper-contextual solution:

• Standard targeting approximated expat audiences based on browser language
• Our hyper-contextual solution analyzed visual, audioand text attributes, allowing us to tailor targeting based on highly relevant entertainment, news and engaging content over-indexing within respective expat communities

Delivery was evenly split between each strategy, ensuring comparability in results whilst testing scalability of our solution

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The Results

50% VTR uplift, from 18% to 27% VTR, demonstrating how more tailored targeting and increased contextual relevance driveuser engagement.

Despite superior performance results, oursolution proved cost neutral, maintaining the same eCPV as existing targeting