Increase In Message Comprehension of Nissan Canada's Video Campaign
Increase In Brand Awareness of Nissan Canada's Video Creatives
Increase In Favorability of Nissan Canada's Product Offering
Nissan Canada was looking to increase brand awareness with their target audiences of A25+ and understand the impact of dynamic video captions on brand lift metrics.
Brand Awareness, Improve Attention & Comprehension, Favourability, Purchase Intent
Dynamic Video Captions
Dynamic Video Captions were applied on Nissan Canada'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, favourability and purchase intent.
By adding Sharethrough’s Dynamic Video Captions to their campaign, Nissan Canada increased all brand metrics while improving efficiency.
The results revealed Dynamic Captions delivered an increase in every major brand metric including a 47% increase in message comprehension, 22% increase in awareness, and 5% lift in favourability.
Additionally, with Dynamic Captions, Nissan Canada's video delivered better attention and comprehension than the editorial content on the page by 27%!
*Based on industry average provided by Jounce Media.