Unilever Case Study: 44% Boost in Video Completion Rate, 217% in CTR

In today’s competitive media environment, capturing and holding audience attention is more challenging than ever — especially in video advertising. For Unilever Hungary, improving video completion rate was a top priority across its programmatic efforts. That’s when they turned to Taboola’s programmatic video solution and partnered with Project Agora to execute a highly effective strategy.

The results? A 44% increase in video completion rate and a 217% uplift in CTR — showing just how powerful premium native video inventory can be when backed by data and expert local support.

The Challenge: Improve Completion Rates in Programmatic Video

Unilever, one of the world’s leading FMCG brands, runs a diverse range of campaigns across beauty, personal care, and home product categories. In Hungary, their team — working closely with GroupM and Mindshare — was looking for a video advertising solution that could measurably improve one of their key performance indicators: video completion rate.

While they had already activated various outstream formats across multiple platforms, Unilever sought a solution that could stand out in terms of both quality and performance.

The Solution: Native Video Ads on Premium Publisher Sites

To tackle this challenge, Unilever turned to Taboola Video Ads, launched programmatically through Private Marketplace (PMP) deals. Working alongside GroupM and Mindshare, and supported locally by Project Agora, Unilever was able to activate high-performing native video campaigns across Hungary’s top publisher sites.

With Project Agora providing strategic insights and campaign optimization, the team leveraged Taboola’s robust targeting tools to connect with high-intent audiences — all while maintaining a native user experience across the open web.

The Results: 44% Higher Completion Rate & 217% More Clicks

The impact of this collaboration was clear:

• 44% increase in video completion rate compared to other programmatic outstream campaigns

• 217% boost in clickthrough rate (CTR)

• Ongoing collaboration with Project Agora for continuous optimization and support

• The great campaign success became a global Taboola case study.

“Taboola and Project Agora have been reliable partners in helping Unilever enhance performance results and make the most of their programmatic ad initiatives. Compared to other outstream programmatic campaigns on different platforms, Taboola has exceeded expectations, driving a significant boost in Unilever’s core video ad metrics.”
— Anna Marjan, Programmatic Trader & Unilever Account Manager, GroupM

Looking Ahead

Following the success of this activation, Unilever continues to invest in Taboola’s solutions and relies on Project Agora’s expertise to support and scale future initiatives.

This case demonstrates how a performance-focused approach to programmatic video — paired with premium inventory and local know-how — can unlock new levels of success for brand advertisers.

Reach out to discuss how we can do the same for your brand.