Auto Brand X wanted to quantify the impact of an online video ad for shoppers of a particular automobile type to assess the ad's value and optimize its impact.
Controlling for ad exposure: Brand X team wanted to isolate the impact of online video ads for Brand X vehicles on the purchase journey.
Long purchase cycle, limited audience: The purchase cycle for high-consideration durables like automobiles can be several years, and fewer than 10% of US adults are in-market for a new vehicle of Brand X’s specific body type at a given time.
To successfully control for online ad exposure, Purchased designed a field experiment in which Brand X ads were integrated with online videos in the Shopalong platform. Shoppers were randomly assigned to different ad/video combinations or a control group. Shoppers in all cells then answered brief questions about brand consideration, brand perceptions, and purchase intent to allow for pre/post comparisons.
To address challenges related to long purchase cycle and limited audience, Purchased recruited shoppers in the market for a specific vehicle type on a rolling basis over a 4-week period, in 3 distinct stages of the automobile purchase journey.
Data and insights were provided to the client with custom live dashboards that enabled stakeholders to drill-down into specific results and to view real-time information by shopper segments and demographics.
With the insights from these data the client was able to: