4.9× more consented sessions for VO5 with quality inventory.

Identical VO5 creative ran across two PIQ-scored inventory sets. The high-quality set drove 4.9× more consented sessions through to Superdrug, measured independently.

The challenge

Does the quality of the page change what a click is worth?

VO5 wanted to drive GenZ and Millennials to product landing pages and lift brand metrics, repurposing existing OTV and social video. Reach was the easy part. The harder question: does the quality of the page a click comes from change how many of those clicks become real visits?

A cheap click and a committed visit look identical in a report. So Elida, Zenith and Picnic ran a controlled test to see what quality actually buys.

Low-PIQ <30

High-PIQ 30+

A bit about PIQ

PIQ scores the environment before the bid.

The same VO5 creative and audience ran across two PIQ-scored inventory sets: high quality (PIQ above 30) and low quality (below 30), over 19 Aug – 29 Sep 2024. PIQ grades the page a brand runs in before the impression is bought, so the buyer gets to choose which environment they fund.

1.6×better average PIQ Score

+41.7%higher domain trust score

−13.8%ad density on the page

−15%page load time

The results

Quality turned clicks into real visits.

Consented sessions through to Superdrug

Indexed to low-PIQ. Same creative, same audience.

4.9×

High-PIQ

1×

Low-PIQ

Clicks from high-quality sites were far more likely to become committed visits. The environment, not the creative, made the difference.

4.9× more consented sessions through to Superdrug from high-PIQ inventory.

2× more page lands from clicks on high-quality sites.

Plus a clean brand-lift profile: awareness, consideration, recommendation and message association all moved up.

What's next

Drive outcomes for your next campaign.

Book a demo

Run the same test for your next campaign.

Book a 30-minute PIQ demo and see how buying on quality inventory could maximise the outcomes of your next campaign.