Peugeot is a French automotive manufacturer, part of Groupe PSA.
Peugeot, with its agency Mediacom, sought to effectively communicate to consumers its full line of SUVs. They chose to test new non-intrusive ad formats that respect the end user’s online experience.
The car brand chose to test Outbrain’s new Click-to-Watch video experience, a 100% opt-in solution where the video only plays if the consumer clicks on the video. Furthermore, Outbrain’s video solution offers optimal viewing conditions by going into full-screen mode with sound on.
Beyond completion rates, Peugeot and Mediacom wanted to evaluate the impact of this video format on brand awareness. A ‘True Engagement’ Brand Study was implemented, in partnership with Nielsen, to measure the impact of consumer behaviour and perception when exposed to the promoted content on Outbrain’s Discovery Platform.
The study was conducted with two audiences: an exposed group (having viewed the video) and a control group (not exposed to the video). Both audiences were targeted via Outbrain recommendations with a quiz.
The study conducted by Nielsen clearly showed better results for the group exposed to the video. The opt-in Click-to-Watch experience delivered better engagement and resulted in higher rates of spontaneous recommendation of the brand (+20%) as well as an increase in the recall of the SUV line’s benefits (+24%). In addition, the video campaign’s core messaging recall increased (+33%) and performed best with male audiences, Peugeot’s target audience.
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