Background & Challenge
The client needed to run 65-second and 20-second video ads — lengths that typically underperform in digital. The task: keep users engaged and complete views at strong rates despite longer creatives. (Challenge, p.2)
Strategy
KBR designed a multi-layered plan with platform roles and a CPV model to guarantee viewership. (Strategy, p.3)
YouTube Skippable
Skippable + reserve buys to maximise delivery and reduce frustration.
Meta Video Posts
Video post ads and boosted posts to build social engagement.
Unruly Partnership
Highly controlled, user-initiated video with guaranteed plays.
CPV Buying
Executed on a cost-per-view basis for consistent, measurable reach.
Creative Approach
Keep every exposure skippable or 100% user-initiated to lower annoyance.
Results
High completion rates
Comparable to prior campaigns despite non-standard lengths.
Strong engagement
User-initiated and skippable formats improved interaction.
Controlled viewership
CPV model ensured consistent, measurable delivery.
Improved brand alignment
Relevant content placements enhanced association.
(Results summary, p.4.)
What We Did
Planning
- Mapped platform roles and negotiated reserve/skippable inventory.
- Set CPV guardrails and completion-rate targets.
Activation
- Launched YouTube, Meta, and Unruly layers with user-initiated focus.
- Sequenced 65s with 20s and shorter placements to maintain attention.
Measurement
- Tracked VCR/VTR, CPV, and engagement across platforms.
- Optimised placements and frequency to reduce drop-off.
Have Longer Video Assets to Run?
We’ll craft a skippable + user-initiated plan with CPV guardrails to protect attention and outcomes.