Proving BVOD’s impact on awareness and consideration

An automotive brand trailing larger rivals in top-of-mind recall needed to build awareness and consideration — and prove which channel actually moved the needle. We led with BVOD and measured the lift with a campaign effectiveness study.

The challenge

In a crowded automotive market, the brand started from a top-of-mind awareness base of just 2 per cent. The brief was to grow awareness and consideration, and to know — not guess — which channels were driving brand impact.

What we did

• BVOD-led brand build. Broadcast Video on Demand as the primary channel, for premium, brand-safe reach against an in-market automotive audience.
• Campaign effectiveness study. A controlled study measuring awareness, ad recall, sentiment and action, with both qualitative and quantitative audience feedback.
• Cross-channel benchmarking. BVOD measured head to head against online video, social, YouTube and out-of-home, so investment could follow proven impact.

The results

BVOD outperformed every other channel on recall and brand impact, and the study showed real movement down the funnel.

Ad recall on TV and BVOD reached 21 per cent, ahead of YouTube, social, online video and out-of-home. Among exposed viewers, 45 per cent were more likely to consider the brand for their next purchase, and 31 per cent took action afterwards — from researching and comparing to recommending.

Why it worked

Premium video earns attention, and a proper effectiveness study turns that attention into evidence. The recommendation was clear: sustain brand-building investment in the channel proven to drive recall.