CASE STUDY FOR A LEADING TELECOM PROVIDER
Campaign Objective
To drive high video engagement and visibility across Saudi Arabia using a programmatic pre-roll strategy, while meeting the most stringent quality and viewability metrics across Arabic and English content.
Strategic Approach
Intelligent segmentation by device type, time of day, and inventory source.
Continuous A/B testing of inventory partners and creative placements.
Custom inventory curation using DV360 to whitelist high-performing publishers.
Collaboration with DoubleVerify to ensure real-time monitoring of suitability, fraud, and geo accuracy.
Use of automated rules and bid strategies to maximize performance within frequency and placement limits.
Challenges Faced
Despite leveraging open market programmatic buying, the campaign had premium-like requirements, often seen in direct buys:
1
Aggressive KPIs
e.g., 90%+ video completion rate (VCR), 75%+ viewability, 97%+ brand suitability.
2
Strict frequency controls
which limited scale and added pressure on inventory efficiency.
3
Geo and language specificity
across all devices made filtering and targeting complex.
4
1st pre-roll position demand
further reduced available high-quality inventory in open auctions.
Optimization Journey
- Week 1-2: Performance volatility due to tight constraints. VCR hovered around 85%, viewability inconsistent.
- Week 3: Introduction of tighter PMP packages + exclusion of low-performing domains.
- Week 4: Achieved stability; performance began exceeding KPIs across all major metrics.
- Final Phase: Refined premium inventory pool through DV360 + contextual layering for maximum engagement.
Client's Feedback
"We were highly impressed by the team's ability to navigate such strict parameters through open bidding and still exceed expectations across all benchmarks. The transparency, optimization cadence, and results were truly best-in-class."
Results
Completion Rate (VCR): Achieved 92.8%, surpassing the 90%+ target.
Viewability: Achieved 79.3%, exceeding the 75%+ target.
Brand Suitability: Achieved 99.1%, beating the 97%+ target.
SIVT-Free Ads: Achieved 99.8%, meeting the 99%+ target.
In-Geo Delivery: Achieved 99.5%, surpassing the 99%+ target.
Final word
This campaign demonstrated OG Labs’ ability to transform limitations into opportunities, delivering premium performance from programmatic inventory while maintaining brand safety, viewability, and user experience standards.