Picnic Study Reveals Vo5 Achieved 4.9 Times More Consented Sessions with Quality Media Technology

Picnic, in collaboration with Zenith Global, has unveiled the results of a study that highlights the power of media quality in driving consented sessions, page lands, and brand consideration. The study was conducted with measurement partners Cint and Portal. 

Zenith Global and Picnic explored the relationship between media quality and campaign performance, analysing the results of ads in premium media environments compared to lower-quality ones. The study offers valuable insights for advertisers looking to optimise their return on ad spend (ROAS) by prioritising high-quality inventory.

The study: testing the impact of media quality: The study compared campaign performance across two sets of digital media inventory, one classified as high-quality with PIQ (Picnic Inventory Intelligence) scores above 30, and another as low-quality with PIQ scores below 30.

PIQ is Picnic’s proprietary technology that offers a holistic and measurable approach to quantifying quality across the open web, evaluating individual domains by applying over 100 quality signals such as ad density, ad refresh rate, and rbts.txt. In the study, identical video ads were served across both high and low-quality media environments.

The campaign had 2 key objectives: driving traffic to the product landing pages and brand uplift (awareness and consideration).

To validate the campaign’s impact, Picnic and Zenith collaborated with Cint and Portal to conduct a comprehensive study. The results were:

• 4.9x more consented sessions
• over 5x the CTR of low-quality sites
• clicks from high-quality sites were 2x more likely to result in page lands
• 5% increase in brand lift

A strategic partnership for success: The partnership between Vo5, Zenith Global, and Picnic has showcased how real results start with quality. Luisa Ochoa, programmatic manager at Zenith Global, emphasised the critical role PIQ played in this campaign’s success.

"PIQ adds a new dimension to our campaigns through enhanced inventory management," Luisa commented. "It empowers us to become more effective media buyers by focusing our efforts on the right placements, ultimately driving better media outcomes and increasing client satisfaction and trust in the work we deliver."