Increase In Message Comprehension of Tu's Video Campaign
Increase In Brand Awareness of Tu's Video Creatives
Increase In Favorability of Tu's Product Offering
Tu by Sainsbury's objective was to expand their brand awareness and test the impact of Dynamic Captions on their campaign. Their media agency Essence Digital UK partnered with Sharethrough to find a solution to increase attention, comprehension and completion rate of their video ads. Essence Digital decided to leverage Sharethrough’s Dynamic Video Captions technology. Sharethrough added Dynamic Captions to their video ad tags and Essence Digital UK targeted their UK audience across the Sharethrough Exchange.
United Kingdom
Brand Awareness, Improve Attention & Comprehension, Completion Rate
Video
Dynamic Video Captions
Dynamic Video Captions were applied on Tu's video ad tags. In order to test the effectiveness the delivery of video ads had on comprehension, Sharethrough showed participants several videos with and without Dynamic Captions. The videos were followed by a list of questions to assess the impact they had on consumers’ message comprehension, awareness, favorability and purchase intent.
By adding Sharethrough’s Dynamic Video Captions to their campaign, Tu increased all brand metrics while improving efficiency.
The results revealed Dynamic Captions delivered an increase in every major brand metric including a 19% increase in message comprehension, 4% increase in awareness, and 5% lift in favorability.
Additionally, Dynamic Captions and programmatic campaign optimizations by Essence Digital UK, resulted in a 19% higher comprehension than industry benchmarks for similar video ads. On top of that, with Dynamic Captions, Tu's video had had better attention and comprehension than editorial content on the same page with 93% overall campaign viewability and a 71% video completion rate.
*Based on industry average provided by Jounce Media.
