Case Study: Ford achieves 142% message comprehension lift and 70% video completion rate with Sharethrough's Dynamic Video Captions

How Ford Increased Brand Metrics of Their Video Campaigns With Dynamic Video Captions Technology

Ford worked with media agency Xaxis and vendor Sharethrough to expand awareness of its 2022 F-150, Ford Ranger, and Ford Explorer among Canadian auto intenders. Their challenge was to increase attention, comprehension and video completion rates for their video ads, so they tested Sharethrough’s newly released Dynamic Video Captions across the campaign.

Sharethrough applied Dynamic Video Captions to 11 of Ford’s video ad tags and, together with Sharethrough Performance PMPs and Xaxis programmatic optimizations, targeted Ford Canada across the Sharethrough Exchange. The campaign drove a 142% lift in message comprehension, +22% awareness, +10% favorability and +19% purchase intent, plus a 70% video completion rate (57% above industry benchmarks) and a cost per completed view 59% below industry average.

Ford