Boost Fall Campaign Performance with Zero-Party Ads

As summer fades and fall approaches, advertisers are gearing up for a busy season, especially with a major election on the horizon. Sentiment changes daily, and emotions are running high, making it crucial for advertisers to understand how their ads resonate with consumers as quickly as possible.

Why Zero-Party Ads Are Essential for Upcoming Campaigns

• Timely Insights: Brands can ask consumers questions directly in the ad unit to understand sentiment in-the-moment.
• Relevance: Ads become laser-focused on user needs, leading to higher engagement and conversions.
• Improved Targeting: Since consumers tell you exactly what they want or how they feel, you eliminate guesswork, improve targeting, and reduce wasted ad spend.
• Better Performance: Brands can understand the impact of their ads on key brand metrics like brand trust or consideration using our Brand Lift Study and optimize creative or other campaign parameters to improve performance.

Real-World Examples of Zero-Party Ads Driving Results

Brand Trust: A large national bank wanted to expand its presence in key U.S. markets. Understanding that brand trust closely links to customer growth, they needed to gauge how potential new customers perceived their brand. By embedding simple surveys within their video ads, they measured brand trust across different markets. ViralGains identified the most impactful ad creatives, optimized campaigns, and gained insights into consumer preferences by market and audience segment. This led to a lift in brand trust, consideration, and engagement, ultimately driving new growth.

Brand Perception: A major online retailer wanted to understand the impact of their holiday video ads on key brand values. ViralGains embedded three different survey questions in the same video creative to compare brand lift across three key brand values. ViralGains found that the creative drove a big lift in “brand love”, an important brand value.  However, the creative fell short in driving a lift in consumer perception of the brand’s “impact on the world”.

Consideration: A major video game brand sought to drive awareness and play consideration with online video and display ads. Using ViralGains Brand Lift study, the team shifted the budget towards high-performing tactics like contextual placements, 30-second videos, and ad creative featuring a first-person viewpoint. These optimizations drove an incremental lift in play consideration by 8.7 percentage points.

Interested in Learning More?

Check out our Outcomes Guide to discover how 20 different brands have used Zero-Party Ads to drive business outcomes.