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Press release: for immediate release
Jan 24, 2024
Picnic’s new inventory quality assessment tool, PIQ, delivers 88% boost in media attention – empowering advertisers to prioritise effective ad placements
London, UK, 22nd January 2024: Leading user-first media platform Picnic today announces the launch of PIQ (Picnic Inventory Quality), a first-of-its-kind inventory intelligence platform capable of assessing a webpage’s suitability for effective ad delivery.
Initial tests have demonstrated that PIQ-passing domains achieve 88%* higher media attention versus non-passing domains. The tool can be leveraged to deliver creatives across sites which ensure a great user experience – in turn delivering high attention opportunities and improved brand outcomes.
The end of clickbait?
Media quality has long been impeded by the prevalence of industry performance metrics, such as clicks and viewability, which incentivise low-quality industry practices, such as high ad density and intrusive ad formats. As a result, the ad-funded web is inundated with poor user experiences.
Recent research from Picnic/YouGov confirms intrusive and excessive ads can negatively impact consumer perception of a brand and reduce the likelihood to purchase. Addressing this issue of wasteful – or even harmful – ad impressions, PIQ enables brands and agencies to make sure every ad impression counts.
How does PIQ work?
PIQ analyses a webpage’s suitability based on a range of quality signals such as:
Commenting on the launch of PIQ, Matthew Goldhill, Founder & CEO, Picnic, says: “We believe that a focus on media quality is an important step to secure the future of the ad-funded web as an effective, more sustainable media channel.
Goldhill continues: “The approach is two-pronged – measuring the quality of both the creative and the media. After all, investing in a great creative but delivering it on a poor-quality web page is akin to investing in the Mona Lisa and displaying it on a cluttered gallery wall in your living room. It may technically be viewable, but it’s not going to garner the same attention as it would in a prime spot at the Louvre.”
Key benefits of PIQ
*PIQ domains delivered an average AU score which was 88% greater than the non-PIQ domains, when testing two lines with identical targeting and creative.
Maryum Sheikh, Press Lead, The Digital Voice
Picnic is the user-first media platform on a mission to create a digital landscape that generates outstanding brand outcomes while respecting the experience and values of users. With a focus on quality and creativity, Picnic fuses data science, human intelligence and AI, to curate the most user-friendly and sustainable inventory possible. Combined with impactful yet non-disruptive ad formats, Picnic empowers brands to reach and engage with highly receptive audiences. For more information, visit picnic.io.