Case Study: CheBanca! achieves 82% viewability and +40% CTR with Outbrain’s Predicted Viewability Deal

CheBanca! Maximizes Viewability on the Open Web via Outbrain’s New, Exclusive Programmatic Offering

CheBanca!, an Italian fintech and subsidiary of Gruppo Mediobanca, worked with Havas Media Group to increase awareness for its retail banking and mortgage services by maximizing ad viewability on the open web. The challenge was to secure highly viewable placements programmatically to improve campaign performance and reach quality audiences.

They began with Outbrain’s High Viewability package (placements with ≥70% viewability) and then tested Outbrain’s Predicted Viewability deal, which uses machine learning to predict impression viewability in real time and only bids on impressions that meet the brand’s threshold. In one month the approach boosted viewability by 17% to 82% and increased CTR by 40%.

CheBanca!

Marco Pagani

Digital Precision Expert