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 a crucial component 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.
This holistic view required ad impression data from Campaign Manager and Display & Video 360 to be integrated with video completion performance data from YouTube.
Ads Data Hub allows enterprise marketers to tailor their marketing measurement approach to their unique business needs. By utilizing Ads Data Hub, fifty-five enabled customized analysis that aligned with Ubisoft’s specific business objectives, while respecting user privacy and upholding Google’s high standards of data security.
Utilizing Ads Data Hub to Present Metrics
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.
By translating business requirements into technical specifications, fifty-five was able to 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. By utilizing the tool to measure the uplift an additional exposure drove in completion rate, the Ubisoft data science team was able to create new custom queries to answer additional questions from the business. With the initial framework that fifty-five built, this led to a substantial increase in media analytics efficiency.