Auto brands have long been criticised for ๐ฏ๐น๐ฎ๐ป๐ฑ, ๐ผ๐ป๐ฒ-๐๐ถ๐๐ฒ-๐ณ๐ถ๐๐-๐ฎ๐น๐น ๐ง๐ฉ ๐ฎ๐ฑ๐๐ฒ๐ฟ๐๐ถ๐๐ถ๐ป๐ด, seeing TV as an awareness channel that does not justify creative investment. But, argues Ogilvy vice-chair Rory Sutherland, the era of streaming is changing all that.
Quoted in Daniel Thomas‘s article in the Financial Times last week, ‘Streaming services give TV adverts a new lease of life’, Sutherland says that the ๐ฑ๐ฎ๐๐ฎ ๐ฐ๐ผ๐ป๐ป๐ฒ๐ฐ๐๐ถ๐ผ๐ป ๐๐ถ๐๐ต ๐๐ถ๐ฒ๐๐ฒ๐ฟ๐ ๐ผ๐ณ๐ณ๐ฒ๐ฟ๐ฒ๐ฑ ๐ฏ๐ ๐๐๐ฟ๐ฒ๐ฎ๐บ๐ถ๐ป๐ด ๐ฝ๐น๐ฎ๐๐ณ๐ผ๐ฟ๐บ๐ ๐ถ๐ ๐ฏ๐ฟ๐ฒ๐ฎ๐๐ต๐ถ๐ป๐ด ๐ป๐ฒ๐ ๐น๐ถ๐ณ๐ฒ ๐ถ๐ป๐๐ผ ๐ฎ ๐ฐ๐ต๐ฎ๐ป๐ป๐ฒ๐น that for years has been static.
Brands now have more confidence, because the data that underpins streamedย TV can provide accurate measurement on its effectiveness. Our pioneering work on the Auto Match solution with ITV and Carwow ๐ฐ๐ผ๐ป๐ป๐ฒ๐ฐ๐๐ ๐๐ต๐ผ๐๐ฒ ๐ฒ๐ ๐ฝ๐ผ๐๐ฒ๐ฑ ๐๐ผ ๐ฎ๐ป ๐ฎ๐ฑ๐๐ฒ๐ฟ๐๐ถ๐๐ฒ๐บ๐ฒ๐ป๐ ๐๐ถ๐๐ต ๐๐๐ฏ๐๐ฒ๐พ๐๐ฒ๐ป๐ ๐ฏ๐ฒ๐ต๐ฎ๐๐ถ๐ผ๐๐ฟ ๐ผ๐ป ๐ฎ๐ป ๐ฎ๐๐๐ผ ๐ฏ๐ฟ๐ฎ๐ป๐ฑ ๐๐ถ๐๐ฒ, giving confidence in ROI and informing campaign strategy.
Our latest results with a major European auto brand revealed that shoppers who see a streamed TV ad are:
โข 62% more likely to ๐๐๐ฎ๐ฟ๐ ๐น๐ฒ๐ฎ๐ฑ ๐ณ๐ผ๐ฟ๐บ๐ than the website average
โข 98% more likely to ๐ฒ๐ป๐ด๐ฎ๐ด๐ฒ ๐๐ถ๐๐ต ๐๐ต๐ฒ ๐ฎ๐ฑ๐๐ฒ๐ฟ๐๐ถ๐๐ฒ๐ฑ ๐บ๐ผ๐ฑ๐ฒ๐น than average
โข 54% ๐บ๐ผ๐ฟ๐ฒ ๐น๐ถ๐ธ๐ฒ๐น๐ ๐๐ผ ๐ฟ๐ฒ๐ฐ๐ผ๐ฟ๐ฑ ๐ณ๐ถ๐๐ฒ ๐๐ถ๐๐ถ๐๐ than average.
‘We all remember the classics such as the Nicole-Papa Renault ad,’ said Sophus3 MD Scott Gairns. ‘Now, with the ๐ฐ๐ผ๐ป๐ณ๐ถ๐ฑ๐ฒ๐ป๐ฐ๐ฒ ๐ผ๐ณ ๐บ๐ฒ๐ฎ๐๐๐ฟ๐ฒ๐บ๐ฒ๐ป๐ ๐ผ๐ณ๐ณ๐ฒ๐ฟ๐ฒ๐ฑ ๐ฏ๐ ๐ผ๐๐ฟ ๐๐ผ๐ฟ๐ธ ๐๐ถ๐๐ต ๐๐ต๐ฒ ๐๐๐ฟ๐ฒ๐ฎ๐บ๐ถ๐ป๐ด ๐ฝ๐น๐ฎ๐๐ณ๐ผ๐ฟ๐บ๐, brands are rediscovering their creative mojo.’