The U Cooperative is banking on QR integrated into the connected TV format for its latest brand campaign. Following this deployment, the brand is seeing very encouraging attention rates.
The distributor Coopérative U is rolling out its latest brand campaign on connected TV, in collaboration with Heroiks Media, a platform that helps brands grow. The brand has opted for a QR code integrated into the advertising design. It’s about first retail player to test this format.
Heroiks Media relied in particular on its partner Olyzon, an adtech used for the management of digital advertising campaigns. Olyzon’s formats and targeting technology allowed the agency to maximize the impact of advertising campaigns from the U Cooperative using this QR code integrated into in-stream and dynamic video formats.
The main pillars of the campaign’s success are contextual targeting, allowing ads to be delivered based on the content viewed, the targeting moment, consisting of broadcasting advertisements at specific times where the audience is more likely to react positively, but also the automatic recognition of video content, ensuring a direct link with the content consumed by the audience. On the other hand, multi-platform ad-sequencing, involving the broadcasting of advertisements in a specific order across multiple platforms, allows a message to be transmitted in a coherent and progressive manner.
A multiplied attention rate
The results of the campaign were encouraging. Indeedattention span is estimated to be 37% higher than the industry average retail and food.
The attribution rate, which assesses the share of the audience capable of recalling the name of the brand or product to which it was exposed, is 55%. compared to 23% on average in the sector. The retailer also gains in awareness and positive brand image, with a consideration rate of 60%, 28 points higher than the industry average. Finally, the clarity rate, reflecting understanding and acceptance of the message, is 65%, 30 points higher than the industry average.
These results were measured by Happydemics and Xpln, by comparing their measurements via a Connected TV Benchmark, on 30-second video ad formats in the Food & Retail sector.
Source: www.ecommercemag.fr
