Volvo experienced a 35% sales lift after using a connected TV ad for its S90 model, according to a study by Innovid.
The study, first obtained by Marketing Dive, indicates that the ad helped consumers easily find dealers and purchase a car due to the partnership with Group M’s Modi Media and Innovid.
The interactive video ad was delivered across Roku and Samsung devices and gave viewers the chance to explore the interior and exterior of the Volvo vehicle, receive personalized location-based messages and enter their phone numbers for information about local dealerships, according to Marketing Dive.
The campaign drove nearly 526,000 unique engagements and more than 1,200 unique requests for information from SMS, and engaged more than 95,500 households, per the study.
Volvo increasing its sales with interactive connected TV ads proves that relevant, contextual ads are powerful motivators for car buyers, says Sam Mylrea, CEO of automotive ad tech company PureCars.
“Consumers have made it clear that they want interactive and personalized ad experiences, and the more focus advertisers put on delivering those experiences, the better it is for driving engagement, sales and bottom line growth,” Mylrea tells Marketing Daily.
“Serving hyper-local ads with relevant information gives consumers a better overall buying experience, no matter which advertising medium is used. As 78% of marketers plan to invest in connected TV ads in the future, they need to make sure the ads are still relevant and focused on the information consumers need most.”
Connected TV gives marketers a new avenue for reaching audiences beyond traditional TV ad buys while helping them meet consumers’ growing demands for personalization, according to Marketing Dive’s analysis.
Two-thirds of U.S. TV households have devices that allow streaming content to TVs, and 65% of viewers often second-screen to search for products advertised in a show, according to the study.