Picnic Study Reveals FoxyBingo Achieved 7x More Site Lands with Quality Ad Placements

A new study conducted by Picnic in partnership with media agency the7Stars has revealed that prioritising high-quality digital media placements drove seven times more site visits for FoxyBingo. The research highlights the significant impact of media quality on campaign performance and return on ad spend (ROAS).

Measuring the impact of quality: The study used PIQ, Picnic’s proprietary data platform, which evaluates hundreds of signals per domain related to ad experience and publisher profile, such as ad density, ad refresh rate and page load speed - to assess digital inventory quality. Media placements were segmented into two groups: high-quality (PIQ score >50) and lower-quality (PIQ score 30–40). 

Identical video creatives from FoxyBingo’s “Moe-Down” campaign were delivered across both environments. PIQ also used placement-level ID data to identify premium video players, such as large, fixed, in-article placements, while filtering out lower-quality sticky or collapsing video placements that tend to offer a subpar user experience.

Results that speak volumes: The campaign aimed to drive both engagement and site traffic with its hero video asset. The results from high-quality environments were striking:

• 7x more site lands compared to lower-quality placements
• 4.7x more likely for sessions to last over 10 seconds
  

A strategic collaboration for success: The success of this campaign underscores the value of investing in quality. Freddie Quinn, activation manager – audio, display, publishing at the7Stars, commented: “The results have reinforced the importance of prioritising quality in our media planning. It’s not just about reaching large audiences - it’s about reaching them in the right way, in the right places.”

For a closer look at Picnic’s findings download the case study here. 

Request a free demo of the PIQ Platform here.