COVI Targeting Utilization White Paper
COVI provides a wide range of targeting options designed to identify users who are most likely to be interested in advertising content and deliver the most relevant ads accordingly. In particular, COVI has implemented advanced audience targeting, interest-based targeting, and ad frequency control technologies.
Even without forced ad exposure, advertising that is delivered without precise targeting can still become noise from the user’s perspective.
COVI addresses this challenge by applying highly refined targeting mechanisms to carefully select users and encourage voluntary ad viewing. As a result, brand videos are delivered to genuinely interested audiences, leading to significantly higher advertising effectiveness for advertisers.
How Did We Achieve a 500% ROAS?
In addition to COVI’s standard targeting options, advertisers and agencies that possess ADID data can leverage Re-targeting and De-targeting (Re/De Targeting) features.
Campaign case studies show that re-targeting campaigns deliver more than twice the efficiency compared to standard targeting. These benefits extend beyond traditional branding metrics such as VTR and CPV, making COVI highly effective for performance-driven campaigns, including shopping and gaming advertisers seeking measurable conversions through video advertising.
In one case, a shopping advertiser that ran a campaign for six months during the second half of 2021 achieved a purchase ROAS exceeding 500% by utilizing COVI’s re-targeting option.
Additionally, to prevent user fatigue caused by excessive ad exposure (e.g., more than three impressions per day), COVI offers frequency capping controls. This feature allows advertisers to minimize performance degradation and optimize campaign efficiency based on their specific advertising objectives.
