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CASE STUDY: Online Video Streaming use to Drive Purchase Intent

Provided by ITV
Recognising the growth of online advertising, a major car manufacturer, commissioned a test campaign for its small car range.

What was the Challenge / Background of the Campaign?

A major car manufacturer wanted to promote their new small car range and identified an opportunity to do so via the growing medium of online video streaming. They undertook a test campaign to measure the effectiveness on purchase intention and branding.

What was the Campaign Objective?

Objectives of the campaign were to test the effectiveness of online video on purchase consideration and brand value.

What was the Solution?

The manufacturer commissioned a test campaign for its small car range using in-stream advertising around ITV content, there were 155,000 video impressions on ITV.com during the two week campaign. Video streaming technology offers the ability to show adverts that are of the same quality as TV and consumers can view them repeatedly.

What were the Results?

Purchase consideration (first choice/seriously consider) rose to 36% - a significant increase. Among the target market of small car owners, purchase consideration rose significantly from 32% to 41%. Ten of the twelve brand attributes tested showed significant improvements. "Innovative", "Affordable" and "Good value for money" each rose by over 10 percentage points.

What were the Key Learnings of this Campaign?

Video streaming proved highly effective at increasing purchase intention and the nature of the medium means that advertising could be highly targeted making the spend more efficient.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsAdult users of ITV.com
25 - 34
35 - 44
Female
Male
AB
ABC1
ONLINE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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