Video Ad Testing to Optimize Campaign Media Buy

How Opera improved their campaign media buy to the right geographies and demographies

"We have used Opeepl to get invaluable consumer insights across multiple countries with a speed that can’t be found elsewhere. It’s insanely fast. Whether we want to assess the awareness of a product or test a new video, Opeepl’s technology enables us to get results from our international markets in a matter of hours. By further segmenting the responses, we found out with which geographies and demographics the ad performed best and are able to further focus the targeting of our digital ads.”

The challenge

Prioritizing the right media channels

Prior to the launch of an international TV advertising campaign, Opera wanted to test people’s reactions and attitudes towards their new commercial. The video introduces viewers to Opera Mini’s features using colorful animation combined with up­tempo music. The ads highlight core product benefits including: faster browsing, video downloads, latest news, extended data and ad blocking.

Opera wanted to find out how their new ad creative "Do More with Opera Mini" was liked and understood by their target group before investing in a large TV ad buy.

The solution

Testing the add in different geographies and segments

The online mobile survey exposed participants to the new video clip and afterwards assessed participants’ understanding of the advertising message and attitude towards it, as well as their intention of downloading the app and liking or sharing the video on social media.

Marketing creative test

A marketing creative test tests different visuals (both pictures and videos) with the target group. It is conducted either ahead of launching a campaign or part of a campaign to make sure the visuals released broadly generate the right associations, emotions, and actions within the target group. The research is often coupled with marketing claim test to optimize your ad spending and campaign ROI.

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The research

Our ‘Dynamic Sampling’ technology enabled Opera to sample a selected target audience of 2,000 respondents in India, Indonesia, Nigeria and South Africa. The results showed that consumers found the video entertaining and understood the value proposition of the product. The results showed that consumers found the video entertaining and understood the value proposition of the product. Most respondents were very likely to download the app and share the video.

The outcome

The right insights optimized the TV ad spend and digital campaigns

The results of the test allowed Opera to have confidence of the ads efficiency before its debut in the market. In addition, the results allowed for more specific demographic targeting for digital campaigns.

"We used Opeepl to ensure the video resonated with our target audience before investing in further media buy. We found that viewers understood the value proposition of the product and after watching the video they were likely to download our app. By further segmenting the responses, we found out with which geographies and demographics the ad performed best and were able to further focus the targeting of our digital ads," said Sean D’Arcy, VP, Head of Marketing & Distribution at Opera.

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