Virtual Gaming Worlds hits the jackpot for Chumba Casino by optimising online video ads inventory with TV Quality Index
Virtual Gaming Worlds saw great success with online video ads, thanks to the grading system of our TV Quality Index (TVQI). Our TVQI helps advertisers understand and prioritize more premium ad experiences. The brand discovered that the higher the TVQI, the higher their conversions were, unlocking more value and better insights for the brand.
“Cost per acquisition is a key success metric for our business and growth. Activating The Trade Desk’s TV Quality Index solution for our campaign demonstrated that targeting higher-quality ad inventory resulted in more conversions and a lower CPA and informed us on future allocation decisions in the changing Connected TV [CTV] and video space. That’s what we call a win!”
Jacqueline Vo
Marketing Manager, VGW
THE CHALLENGE
DRIVING GROWTH COST-EFFECTIVELY WITH CTV
Virtual Gaming Worlds (VGW) is one of the world’s most successful online social gaming companies, but the Australian company wasn’t prepared to leave the success of its brand, Chumba Casino, to chance.
To drive cost-effective growth in North America, the company added online video (OLV) ads to their usual display approach. Despite OLV’s reputation as a less-performance-oriented channel, VGW wanted to see if prioritising higher-quality inventory would lead to a more efficient cost per acquisition (CPA). They turned to us for help.
THE SOLUTION
USING TV QUALITY INDEX SCORES TO OPTIMISE TOWARD HIGHER-QUALITY AD INVENTORY
For the Chumba Casino campaign, the VGW team decided to try our TV Quality Index (TVQI) solution.
TVQI evaluates the OLV ad placements by giving them a score out of 100, with grading based on the quality of the content, ad experience, and signals as well as how much control marketers have over who sees their ads. The higher the TVQI score of the inventory targeted, the better-quality ad experience an audience is exposed to. Our research shows that higher-quality inventory can lead to significantly better conversion rates.
With TVQI, VGW prioritised ad impressions that fit its audience criteria, ad frequency preferences, and the platforms that consumers prefer without compromising scale.
THE RESULTS
DELIVERING STRONGER CONVERSIONS AND COST PER ACQUISITION
Since implementing our solution, the Chumba Casino campaign’s TVQI score increased by 6%. As a result of this shift, VGW’s conversion rate – defined as a user’s first purchase – increased by 33% across the U.S. and Canada. Chumba Casino’s all-important CPA also improved significantly, decreasing by 18.5%.
VGW’s campaign demonstrates the value of using TVQI to evaluate and optimise ad placements across OLV campaigns. The company is now using TVQI’s insights to help boost the success of its other brands, such as LuckyLand Slots. It is also considering further increasing its TVQI threshold for Chumba Casino’s campaigns to evaluate the impact on overall conversions and CPA.
Fill out this form to contact us to learn more about how to use TVQI to optimise ad inventory for your next CTV and video campaign.