Measuring the brand lift effect for an automotive brand's video ad
Dailymotion, founded in 2005, is a global video streaming service that connects over 314 million entertainment-seekers to their personal world of news and entertainment. Built on a clever player, intuitive algorithm, and on carefully-selected recommendations, Dailymotion is the one-stop place for enjoying stories from the best creators around in one heightened video experience. Dailymotion is owned by Vivendi and headquartered in Paris with offices in New York and Singapore.
An automotive brand wanted to understand the actual impact of their video ad running on Dailymotion’s network. Specifically, the automotive brand wanted to understand which effect the video ad had on ad recall, brand preference and purchase intent in their target audience. This meant that Dailymotion needed a brand lift measurement solution to offer its client.
To help the automotive brand measure the effect of their video ad, Dailymotion ran AudienceProject’s brand lift survey in its video player. By asking questions relevant to the client’s campaign goals, Dailymotion was able to measure the impact of the video ad in the client’s target audience. This by comparing survey answers from people in the target group who did and did not see the video ad.
The brand lift study showed the following results for the video ad in the target audience:
- Ad recall: 13% uplift
- Brand preference: 5% uplift
- Purchase intent: 6% uplift