Measuring the Impact of Video Completions
Ubisoft is a French game developer and publisher based in Montreuil, France. It is best known for its popular game series, including Assassin's Creed, Far Cry, Just Dance, Prince of Persia, Raving Rabbids, Rainbow Six, and Watch Dogs.
As a video game production company, online video completions are crucial to Ubisoft’s promotional storytelling. For the release of Rainbow Six Siege, the brand sought to measure ad frequency’s impact on marketing-video completion rates.
Achieving this holistic view required integrating ad impression data from Campaign Manager and Display & Video 360 with video completion performance data from YouTube.
Utilizing Ads Data Hub to Collect Metrics
Allowing enterprise marketers to tailor their marketing measurement approach to their unique business needs, Ads Data Hub sits at the intersection of Cloud Computing and media optimization.
To leverage this unique position, fifty-five worked with both Ubisoft’s data science and programmatic teams to focus on a media-critical question that the Google Marketing Platform alone could not answer. Utilizing Ads Data Hub, fifty-five enabled customized analysis aligned with Ubisoft’s specific business objectives while respecting user privacy and upholding Google’s high data security standards.
By translating business requirements into technical specifications, fifty-five could query and visualize relevant metrics from the get-go to derive new, actionable insights for the Ubisoft team.
Optimized Media Analytics for Data-Driven Decisions
Once fifty-five successfully implemented Ads Data Hub, Ubisoft was able to set frequency capping across video campaigns in a more data-driven way. Using this tool to measure the uplift an additional exposure drove in completion rate, the Ubisoft data science team created new custom queries to answer further questions from the business. With the initial framework built by fifty-five built, Ubisoft achieved a substantial increase in media analytics efficiency.