Wednesday, February 9th, 2011

M6D Pre-roll Test Delivers Customers to InfinitiUSA.com

Posted by: Admin

Our Account team for Infiniti, Brian Hersholt and Katie Vela, wrote a great case study for a test campaign we did using socially targeted pre-roll video.

Background

Media6Degrees completed a test with luxury automotive brand, Infiniti, to determine how well a pre-roll video campaign using Social Targeting would perform as compared to pre-roll delivered via contextual and demographic targeting methods.

Media6Degrees’ goal was to combine the power of Social Targeting with the engagement achieved through the sight, sound and motion of online video – enabling them to zero in on new users who would be most receptive to a brand’s message. The goal of Infiniti was to generate a high volume of leads, with cost and conversion efficiencies, on InfinitiUSA.com.

Campaign

The small-budget test campaign was comprised of video ad units that ran as pre-roll on a mix of professional- and semi-professional-quality websites. Media6Degrees contracted 250k impressions for the pre-roll test and delivered approximately 246k.

The Media6Degrees campaign ran in the summer of 2010 and was tested against two different ad networks whose campaigns ran earlier in the year. The client measured the results based on three main performance metrics:

• OPI (“Other Performance Indicators”) – directed at in-market users, such as CPO search results, credit inquiries, CPO dealer locator and retailer locator.
• Lead Requests – directed at in market users, such as contact dealer, vehicle configurator, contact retailer, contact dealer pre-order, CPO contact dealer confirm, quote requests and test drives.
• Click-through Rate

Results

These results confirm that Social Targeting enables a brand to reach its loyal customers and prospects most receptive to the brand message. Indeed, 50% of the users who were served our video ads, as well as 30% of clickers, had never before been to Infiniti’s website.

Additionally

• OPI: Media6Degrees performed better than the other two video networks. OPI conversion rates performed 2x better than the competition.
• Lead Requests: Top performer in LR conversion rates compared to the competition (almost 8x more conversions than the closest competitor).
• Click-through Rate: Media6Degrees performed much better than the other two video networks. Per DART reporting, we generated a CTR that was 3x better than the competition.

Media6Degrees also recorded a video view completion rate of 62.5%, significantly higher than the industry average.

“By using Social Targeting rather than more traditional targeting methods, Infiniti was able to reach audiences that are more receptive to their brand’s message.” – Laura Bowles, Strategist, Digital, OMD

When Social Targeting is integrated with pre-roll video — which has significant branding advantages such as a higher brand recall — there is simply no better way to target and engage consumers online.