Thursday Boot Co.
How Thursday Boot Co. drove awareness with Vertical Video Ads & IAS Pre-Bid
29%
Video View Rate
$0.01
Cost per View
100%
Brand Safety Rate
Thursday Boot Co. is a direct-to-consumer footwear brand known for its high-quality, versatile boots and shoes designed to handle both work and play.
Campaign objective
Thursday Boot Co. set out to grow awareness of their brand and their hand crafted footwear to drive incremental sales in Q4. The team wanted to showcase their boots and careful production process in a visual-forward format and drive users to their profile to learn more.
The solution
Thursday Boot Co. leveraged the full-screen canvas of Vertical Video Ads to grow awareness of their brand and drive consideration for their products by highlighting the craftsmanship and care that goes into the development of each shoe.
Their campaign delivered an above average video view rate at 29% in this immersive surface as well as zero brand safety or suitability violations thanks to the Integral Ad Science (IAS) Optimization for X product, which pre-vetted organic inventory that played before and after their Vertical Video Ads.
Products used:
- X Vertical Video Ads
- IAS Optimization for X on Vertical Video
- X Video views objective
- X Demographic targeting
Pair Vertical Video Ads with X’s industry-leading brand suitability solution
X has partnered with IAS to bring Thursday Boot Co. a pre-bid targeting solution that allows them to place ads between brand safe content in the Vertical Video feed on X, ensuring their investment ran near verified safe content, protecting brand reputation.
This pre-screening capability enables IAS to classify organic content on X within the GARM framework. It then lets your brand set more personalized placement preferences using IAS' Inclusion list before you run a campaign.
In other words, IAS can help you navigate the X Vertical Video feed to achieve the ideal level of suitability control for your brand.
During beta testing when IAS Optimization for Vertical Video was applied, X delivered 100% brand safety rate and an average of 100% suitability across those campaigns. This solution builds on X’s sustained commitment to brand safety and suitability, including the rollout of Sensitivity Settings, Adjacency Controls and 3rd Party Adjacency Measurement.
Now available to advertisers in the U.S. only.
Source 1: X Ads Manager. December 2023. US only.
Source 2: X Internal. IAS pre-bid optimization beta test results from Oct 2023 - Jan 2024. US only.
