Teads has unveiled the outcomes of its collaborative research with Ipsos, focusing on unraveling the key creative elements that drive success in the omnichannel automotive campaign landscape. Leveraging Ipsos’ advanced AI capabilities and statistical modeling techniques, Teads gained profound insights that will revolutionize the crafting and optimization of automotive advertisements for maximum impact.
In its quest to unlock the secrets to success, Teads carefully curated a vast collection of 500 videos spanning from 2019 to 2022, representing 18 different automotive brands across 23 countries. This comprehensive assortment embraced a wide array of video formats, covering the entire spectrum of the digital marketing funnel. Certain videos underwent meticulous optimization by Teads Studio, while others served as benchmarks, allowing for an exploration of the profound impact of these enhancements.
Teads and Ipsos aimed to gain a comprehensive understanding of the strategies employed within the automotive industry as a whole. By immersing in various successes and shortcomings, Teads extracted invaluable insights that inspired its own optimization endeavors.
To provide Ipsos with a holistic view, Teads shared key performance indicators (KPIs) and corresponding percentages of in-view time. Ipsos employed AI algorithms to cluster and organize the data, revealing hidden patterns and trends.
The research culminated in the identification, categorization, and quantification of the key elements present in successful omnichannel automotive campaigns. Statistical analysis, using the innovative Shapley values technique from game theory, established the influence of each visual characteristic on output, specifically in-view time, shedding light on the significant factors contributing to campaign success.
Collaborating closely with Ipsos, Teads conducted a meticulous manual review of sample videos, translating raw information into actionable findings. Here are some top insights:
1. **Beyond the Vehicle:** Videos focusing less on the vehicle and integrating it into a larger storyline tend to have higher in-view times.
2. **Revealing the Interior:** Showcasing interior features can be as engaging as telling a complete story, particularly in consideration-focused ads.
3. **Brand Clarity:** Prominently featuring the brand logo and name captures audience attention and provides a strong hook.
4. **Wide and Simple Perspectives:** Wide shots conveying a sense of freedom and movement engage viewers. Videos with fewer scenes have higher in-view times, requiring less cognitive effort to comprehend.
5. **Color Contrasts:** Chromatic contrasts, like blue and orange, make videos more appealing and increase in-view time. Dark-colored videos have lower in-view time, but adding a lighter element can make a significant impact.
Henner Blömer, VP Global Client Partnerships, emphasized, “Creativity is the crucial component of successful digital car campaigns,” highlighting the collaborative effort’s significance. Jessica Sleep, Brand Communications and Social Media Manager at MINI, expressed excitement about the study’s insights and the implementation of Teads’ recommendations in upcoming campaigns.
