The first ever brand lift survey launched in Thailand for OTT Video with 17% absolute lift achieved for leading international cosmetic brand.
Objective
- Measure the impact of online video against purchase intent.
- Expand performance metrics further from ‘views’ to ‘brand lift’.
- Optimize the video campaign across multiple local OTT video platforms.
Results
- 17% Absolute Lift and 32% Favourability achieved across purchase intent focused survey questions compared to the previous benchmark of 5%.
- 32% lift between control and exposed groups when surveyed “Are you interested in trialing the product after seeing the ad?”.
- 93% average completion rate across multiple video platforms, breaking a record for the brand’s completion rates.
- 2.6m completed views at a cost effective cost per completed view.
Driving incremental reach across video platforms
In a market such as Thailand where video consumption is significant, and during COVID-19 desktop and mobile video consumption has peaked, the environment has made it difficult to effectively reach the key female audience for the leading cosmetics brand.
Throughout the planning process, the question remained unanswered “How do we measure the impact of our online video investments against the intent to purchase?”. After a consultative approach and agency strategy session with Bidmath, a certified Adobe Solutions Partner, the recommendation was put forward to implement a brand survey across 3 major OTT video platforms for the first time in Thailand.
It was an ambitious and bold challenge, however, relying on the Adobe Advertising Cloud and the inbuilt functionality of Surveys, the deployment of the survey and creation of exposed and control groups was seamless and extremely customizable.
“Deploying the best of the Adobe Advertising Cloud to move beyond traditional metrics such as ‘Views’ to more meaningful outcomes such as ‘Purchase Intent Lift’ allowed Bidmath to demonstrate the true impact of OTT video advertising against purchase intent goals’”– Nathaniel Acton, Chief Strategy Officer, Bidmath
Understanding the audience buying habits
The survey consisted of 3 questions, in which we included 5 competitor brands into the multiple-choice answers, which we released to the local Thai audience to complete. The survey questions below acted as a method to understand the key audience further in terms of their buying habits to leverage in future campaigns.
- Which brand of serum are you currently using?
- Which brand of serum do you prefer?
- Which brand of serum are you interested in trying next?
The Adobe Advertising Cloud interface allowed for flexibility and customization within question setup and control & exposed groups. We were able to build. individual surveys per audience groups for example which is not commonly found in other platforms.
Results were delivered in real-time within the platform which meant we were able to understand how the creative was performing according to the survey mid-flight and make changes if required as opposed to waiting until the end of the campaign to understand if the % lift was positive or negative.
Optimizing towards completed views
The Bidmath team was able to leverage Adobe Advertising Cloud to deliver performance across multiple private marketplace partners with ease and make use of Adobe Sensei’s machine learning optimization to focus on strategic areas of optimization. With the support of Adobe experts throughout the deal troubleshooting, the campaign exceeded target across all channels.
We surpassed the campaign objective and delivered over 2.6m completed views and a 17% absolute lift from the surveys that were executed across multiple OTT video platforms.
This was a first for the international cosmetics brand and the first brand lift survey based on OTT video platforms carried out in Thailand.
