GM’s Yahoo! login page take-over drives success
Cool ad? So what? An ad can be the grooviest thing on the planet but if it doesn’t drive results, who cares?
During Ad Week in September, Yahoo! unveiled a campaign for General Motors, a login page take-over that utilized our big, rich canvas and vast scale to promote three GM autos. Over a three-day period, this pilot program, called Digital AdVentures, showcased the Chevy Malibu, Traverse, and Equinox as Yahoo! users logged in to their accounts (a page visited by 26 million Americans every day).
It was a big, bold, artful use of the Yahoo! canvas, in a space uncluttered by other ads. It was also effective---and we have the numbers to prove it.
The devil’s in the data
Yahoo!’s first Digital AdVentures campaign targeted an engaged GM’s audience at tremendous scale, reaching more than 41 million unique individuals over the three-day campaign. That means nearly 1 in 7 people in the U.S. saw GM’s ads.
The campaign also generated greater incremental brand awareness for the cars. After bring exposed to the ads recall increased:
- 11.4% for Equinox
- 8.9% for Traverse
- 5.9% for Malibu
Those exposed to the ads were 60% more likely to associate Chevrolet with its three core brand values: fuel economy, style, and quality. Purchase intent also rose dramatically, with requests from price quotes increasing by 22% on Yahoo! Autos.Read More »from Yahoo!’s Results-Driven Digital AdVentures