Dive Brief:
- Volvo was able to drive a 35% sales lift after partnering with Group M’s Modi Media and Innovid to boost engagement through a connected TV ad for its S90 model that helped consumers easily find dealers and purchase a car, according to an Innovid case study provided to Marketing Dive.
- The interactive video ad was delivered across Roku and Samsung devices and gave viewers the chance to explore the interior and exterior of the Volvo vehicle, receive personalized location-based messages and enter their phone numbers for information about local dealerships.
- The campaign drove nearly 526,000 unique engagements and more than 1,200 unique requests for information from SMS, and engaged more than 95,500 households.
Dive Insight:
As connected TV viewing grows, the Volvo case study illustrates some best practices for leveraging this type of digital media to drive engagement and offer personalized experiences. The interactive features of connected TV can drive sales and KPIs across the full purchase journey, according to the report. Interactive elements within videos can also increase time spent with an ad by 2x, and personalized messaging and creative improves consumer interaction.
Connected TV gives marketers a new avenue for reaching audiences beyond traditional TV ad buys while helping them meet consumers’ growing demands for personalization. The report revealed that traditional TV subscribers dropped to 46% in 2017. At the same time, adults age 18 to 34 are spending 24 more minutes each day on connected TV devices compared to other segments, and overall connected TV device usage increased from six minutes to 46 minutes in Q1 208. Two-thirds of U.S. TV households have devices that allow streaming content to TVs, and 65% of viewers often second-screen to search for products advertised in a show.
More marketers are investing in digital video, and connected TV is increasingly a part of the strategy. Over the next 12 months, 78% of marketers plan to invest in connected TV ads, according to research commissioned by SteelHouse and conducted by Advertiser Perceptions. Marketers increasing their digital video spend most valued impressions, reach, completion and click-through rates.
