Mercedes promoted the Smart Fortwo ParisBlue landing page through Outbrain’s premium publisher network.
Two groups were created: one that was “exposed” (viewed the video) and one “controlled” (not exposed to the video). Consumers who clicked on the native ad and visited the landing page were qualified as the exposed group. Through retargeting, the exposed audience was then invited to complete an online survey. The other group, identified by negative retargeting, was shown a native ad on their next visit to a network site, asking them to respond to the same survey.
The study, analysed and certified by Nielsen, showed better results for the exposed group, which had a distinctly more favourable perception of the brand, as well as a greater propensity to purchase.