4.9× more consented sessions for VO5 with quality inventory.
Identical VO5 creative ran across two PIQ-scored inventory sets. The high-quality set drove 4.9× more consented sessions through to Superdrug, measured independently.
Identical VO5 creative ran across two PIQ-scored inventory sets. The high-quality set drove 4.9× more consented sessions through to Superdrug, measured independently.
The challenge
VO5 wanted to drive GenZ and Millennials to product landing pages and lift brand metrics, repurposing existing OTV and social video. Reach was the easy part. The harder question: does the quality of the page a click comes from change how many of those clicks become real visits?
A cheap click and a committed visit look identical in a report. So Elida, Zenith and Picnic ran a controlled test to see what quality actually buys.
Low-PIQ · <30
High-PIQ · 30+
A bit about PIQ
The same VO5 creative and audience ran across two PIQ-scored inventory sets — high quality (PIQ above 30) and low quality (below 30), over 19 Aug – 29 Sep 2024. PIQ grades the page a brand runs in before the impression is bought, so the buyer gets to choose which environment they fund.
The results
Consented sessions through to Superdrug
Indexed to low-PIQ. Same creative, same audience.
Clicks from high-quality sites were far more likely to become committed visits. The environment, not the creative, made the difference.
Plus a clean brand-lift profile: awareness, consideration, recommendation and message association all moved up.
What's next
Related case study
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Media Quality Report 2024 — the state of Open Web inventory, benchmarked.
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Inventory Quality Report — a free PIQ read on the supply you're buying today.
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The threat of MFA sites: why quality is key to protecting your brand.
Book a 30-minute PIQ demo and see how buying on quality inventory could maximise the outcomes of your next campaign.