Case Study

Peugeot Uses Outbrain’s Click-to-Watch Video Experience to Increase Brand Message Recall

+33% Brand Message Recall - The brand you associate with the message "the SUV made for you"

+20% Brand Recommendation - Would you recommend Peugeot SUVs?

+24% SUV Features Recall - Association of Peugeot SUVs to a list of beneficial products and features

Introduction

Peugeot is a French automotive manufacturer, part of Groupe PSA.

The Challenge

Peugeot, with its agency Mediacom, sought to effectively communicate to consumers its full line of SUVs. They chose to test new non-intrusive ad formats that respect the end user’s online experience.

The car brand chose to test Outbrain’s Click-to-Watch video experience, a 100% opt-in solution where the video only plays if the consumer clicks on the video. Furthermore, Outbrain’s video solution offers optimal viewing conditions by going into full-screen mode with sound on.

The Solution

Beyond completion rates, Peugeot and Mediacom wanted to evaluate the impact of this video format on brand awareness. A ‘True Engagement’ Brand Study was implemented, in partnership with Nielsen, to measure the impact of consumer behaviour and perception when exposed to the promoted content on Outbrain’s advertising platform.

The study was conducted with two audiences: an exposed group (having viewed the video) and a control group (not exposed to the video). Both audiences were targeted via Outbrain recommendations with a quiz.

We are very pleased to see these very good results. This video, which has also benefited from a consistent TV plan, proves that when we favor a quality user experience, the impact on our brand is very good. Peugeot has always been very concerned about respecting internet users, these results confirm our desire to strengthen our efforts in this direction. We are already thinking about launching new tests with creative assets that are even more suited to this engaging format.”

Ophély Chayoux, Digital Media Buyer, Peugeot France