How a cheese brand’s YouTube ads hit 44% recall and 45% attention
A famous cheese brand needed to know how well its product ads were doing on YouTube, so two ads were served to a mobile panel in real feeds and surveyed at the Point of Emotion®. 44% recalled the brand and 45% found the Product A ad attention-getting, while only 13% were able to tie the brand name to the ad.
- Client
- A famous cheese brand
- About the client
- A famous cheese brand — named only that way in the source — which makes a vital part of the hamburger: the cheese.
- Solution
- Point of Emotion® ad test, Surveys On The Go®
- Challenge
- Find out how well the brand’s product ads were doing on YouTube, and who exactly they were reaching.
- Method
- Two ads served inside real feeds, with a 10-minute survey collecting qual and quant feedback in real time, alongside device, operating system and demographic detail.
- Result
- 44% recalled the brand after seeing one of the two ads, while only 13% could tie the brand name to the ad.
Picture this.
A hot, juicy, deliciously fresh burger. Hungry? This brand was. For consumer insights. Specifically, they needed data on social media ads. They make a vital part of that hamburger: the cheese. So, while you want a bite of that burger, they need to know how well their product ads are doing on YouTube.
There are two ways to get insights into a social media ad.
Way #1: use an online consumer panel. You’ll get data in a few weeks. Or, Way #2: use a mobile consumer panel. Ads are served to consumers in real time and their insights are captured at the Point of Emotion®. Data in minutes.
That second method also captures behavioral information. The type of phone they’re using, which operating system they have and their demographic details. Wouldn’t it be nice to know exactly what type of person you’re reaching in real time? That’s exactly what this famous cheese brand needed.
We used Surveys On The Go® (SOTG).
As the nation’s largest panel, SOTG locates consumers in real-time. Here, the app triggered a survey to this target audience. A 10-minute survey collected their opinions on the display.
And, because it’s an app, the client got:
Raw emotional feedback
Panelists shared which of the ads left them craving more.
Behavior-driven insights
Ads were tested in real feeds with qual and quant feedback.
Accurate data
Panelists were spoken to in real time, and validated via the SOTG app.
Both ads landed; the category came through ahead of the name.
- Key metrics for future ads were defined: likeability, uniqueness and brand opinion.
The ads worked to capture attention and drive awareness in the category. And a new idea for the next campaign was discovered.
Both ads were well-received; Product A was most likely to influence purchase behavior.
An opportunity exists to tie the brand name to the category for additional product sales.
About the client
The source describes this client only as a famous cheese brand — one that makes a vital part of the hamburger — which needed to know how well its product ads were performing on YouTube, and what type of person those ads were reaching. Neither the published story nor the case-study PDF names the brand, so no name is given here.
About MFour
MFour solves the issues of data fraud and commoditization in research using validated consumer data and a groundbreaking end-to-end insights platform. Utilizing the 4.5 star rated iOS & Android Surveys On The Go® app, MFour collects validated consumer behaviors + surveys to gain deep insights into consumer journeys.
Test the ad in the feed, not weeks after it ran.
Surveys On The Go® serves your creative to a mobile panel and captures recall, likeability and purchase intent at the Point of Emotion® — with the device, operating system and demographics of everyone who saw it.
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