Rewarded video and rich media ads drive over 700,000 quantifiable engagements while boosting brand awareness, favorability
Rewarded video and rich media ads drive over 700,000 quantifiable engagements while boosting brand awareness, favorability Dec 2014
SAN FRANCISCO, Dec. 17, 2014 /PRNewswire/ -- Leading auto manufacturer Dodge has turned to mobile devices and the rewarded advertising model to capture the next generation of Dodge Dart drivers. A case study released today by Tapjoy, a global leader in mobile app-tech and monetization, reveals how Dodge leveraged Tapjoy's Marquee Videos™ and Rich Media ad units to drive over 700,000 completed ad engagements while providing a significant boost to the vehicle's brand awareness and favorability.
Brand awareness among those who engaged with the ads climbed 37% as measured by comScore, Inc., a global leader in measuring the digital world. comScore also found a 42% increase in brand favorability and a 14 point lift in purchase consideration-an increase of more than 3x over mobile norms. Meanwhile, consumers viewed more than 617,000 videos to completion and engaged with more than 76,000 rich media ads. Dodge also received more than 11.8 million added-value impressions during the length of the campaign, which was targeted to males ages 18 – 55.
"This is a clear indication of the power of combining rewarded video and custom Rich Media on mobile to reach the next generation of Dodge drivers," said Julie Howell, associate director of mobile strategy, Universal McCann Detroit. "The final executions were exactly what we wanted with combined results that far surpassed our expectations and the industry norms."
Dodge ran video ads for the Dart through Tapjoy Marquee Videos, a high-impact ad unit that sits atop the Tapjoy Marketplace. Tapjoy then helped Dodge retarget users who had watched the video and generate qualified user engagements and landing page activity by serving those users with an offer to take part in Tapjoy Rich Media ads. The rich media ads allowed consumers to swipe through an image carousel to view various images demonstrating the vehicle's performance, safety, technology and other features, ending with a non-incentivized offer to click through to the Dodge web site to learn more. Tapjoy drove over 30,000 of these added-value web site visitors.
"Consumers love the rewarded advertising model because it changes the dynamic between them and the advertiser, driving genuine engagement with the brands that they choose to interact with," said Shannon Jessup, senior vice president, sales at Tapjoy. "By combining premier video positioning and rewarded rich media into a single campaign, we were able to drive more than 700,000 completed engagements for Dodge while showing incredible lifts in brand favorability and purchase consideration."
Tapjoy's rewarded advertising model allows consumers to earn in-app rewards such as premium content and virtual currency in exchange for engaging with targeted advertisements. Ads are natively integrated into contextually relevant moments within thousands of leading mobile applications, and advertisers only pay for completed ad engagements, allowing them to control their ad spend and maximize ROI. The model inherently provides a positive branding benefit as well: research conducted by Forrester Consulting earlier this year found that the percentage of customers who feel positively toward a brand that provides these types of ads is almost double those of brands that do not.
To download the full case study, visit http://advertisers.tapjoy.com/resources/.
The Dodge brand is tearing into its centennial year as America's mainstream performance brand, celebrating its 100th anniversary on July 1, 2014. With the purification of the brand and consolidation with SRT, Dodge is getting back to its performance roots with every single model it offers. The consolidated Dodge and SRT brands will offer a complete lineup of performance vehicles that stand out within their own segments. Dodge will be the "mainstream performance" brand within the Chrysler showroom. SRT will be positioned as the "ultimate performance" halo of the Dodge brand, together creating a complete and balanced performance brand with one vision and one voice.
From muscle cars to compact cars, minivans, crossovers and full-size SUVs, the Dodge brand's full lineup of 2015 models deliver best-in-class horsepower, class-exclusive technology, unmatched capability and a slew of cool features, such as LED headlamps, Dodge signature racetrack tail lamps, dual exhaust, 8.4-inch touchscreen infotainment centers and 7-inch thin-film transistor (TFT) customizable gauge clusters, to name a few. For the 2015 model year, customers will be able to drive the new 2015 Dodge Charger and Challenger, as well as the Dodge Challenger SRT Hellcat. The Dodge brand lineup also includes the 2015 Dodge Dart, Durango, Grand Caravan and Journey, including the new Crossroad model, and Dodge Viper SRT.
As the mobile industry's leading app-tech company, Tapjoy's mission is to maximize value for app developers through ad-based monetization and industry leading analytic solutions. Tapjoy drives revenue for mobile app developers through advertising and uses data from their apps to serve the right engagement to the right user at the right moment. Tapjoy's global reach is currently more than 515 monthly active users (October 2014). Tapjoy is backed by top-tier investors, including J.P. Morgan Asset Management, Rho Ventures, North Bridge Venture Partners, InterWest Partners and D.E. Shaw Ventures. Headquartered in San Francisco, the company also has offices in New York, Los Angeles, Chicago, Santa Barbara, Atlanta, Boston, London, Beijing, Shanghai, Seoul and Tokyo. For more information, please visit www.tapjoy.com.
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