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BMW races forward with cross-device, HTML5 digital video strategy

Hoopla Digital partnered with Celtra to bring an engaging video experience to life with the use of 360° video, in-line video and HTML5 VPAID 2.0 in-stream video.

 

Campaign Objectives

The goal of this campaign was to raise awareness and herald the BMW M sport models as best in class performance, while also promoting and generating excitement about the BMW M track day experiences.

By promoting the BMW M Track day program, BMW hoped to generate more interest in the BMW Brand, generate more leads and product experience, signal BMW M as the Ultimate-Ultimate Driving Machine and sell more BMW products (including M models).

Idea & Execution

In order to inform BMW enthusiasts about the M performance offerings and drive users to sign up for BMW M Track Days, Hoopla utilized Celtra’s Premium Interactive Video product suite, including a user-initiated 360° video interstitial for mobile, an autoplay in-line video interstitial for tablet and an interactive in-stream video for desktop, all executed via self-service. Celtra’s Premium Interactive Video technology allowed Hoopla to execute a scalable, responsive, cross-device campaign with the efficiency of Celtra’s drag-and-drop AdCreator platform.

Hoopla utilized BMW’s 360° video asset on mobile, which replicates the track day experience and gives users the sensation of being in the driver’s seat. Including this type of interactive video on mobile was a perfect opportunity to see increased user engagement due to the nature of the device. All units maintained a consistent CTA to encourage sign up as well as raising awareness of the M Sport fleet by allowing the user to choose their car before trial.

Campaign Success

AdCreator, Celtra’s creative management platform, enabled Hoopla to centralize and streamline production and trafficking for this campaign. By running all creative through AdCreator, Hoopla was able to quickly update ad units without affecting tags, showing results in real-time.

While video was the primary focus of this campaign, performance for user-initiated video plays and engagement rates were well above Celtra benchmarks for all units. Video completion rates for all auto-play video units were higher than Celtra benchmarks.

  • 360° video units performed 24x greater than video play rate benchmark and 8x greater than engagement rate benchmark
  • All creative units saw at least 16% higher engagement rates when compared with relative benchmarks

Celtra has been a great partner for us in achieving delivery of the latest creative tech opportunities, such as 360 video. What’s been most impressive is the ease of integration of their tag set up with our publisher group making it easy to activate campaigns quickly & seamlessly. With this opportunity now transitioning across to VPAID, it opens up a new window of creativity given the lack of quality VPAID HTML5 solutions currently in market.

John Macbeth
Sales Director Hoopla Digital

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