NEW YORK, Sept. 19, 2022 (GLOBE NEWSWIRE) — Kargo today released a new research paper in partnership with SmartCommerce and MediaScience that shows how single ad formats with buyable components perform better than a control for a variety key advertising measures. The study aimed to quantify the overall value of buyable ad units versus standard banners, determine whether specific shopping cart feeds or ad formats are more effective conversion drivers, and obtain consumer feedback on the overall e-commerce experience. The study finds that buyable ad units generated significantly higher results in terms of awareness, recall, and purchase intent.
Two Kargo ad formats (Venti, Breakaway) with commerce-focused calls-to-action were tested to determine how much attention Kargo buyable ads garner compared to standard display ads. Additionally, two unique shopping cart feeds (Click2Cart and Shopper’s Choice) were tested to better understand the impact of the shopping cart on the effectiveness of buyable ad units.
- 2x Attention Boost: Users watched both Kargo ad formats for at least 2x longer and stared 2x more times than standard banners
- 2x memory elevator: Kargo’s buyable ads produced 2x stronger brand memory than standard banners, which is indicated by significantly higher unaided and aided brand recall and recognition
- 50% increase in purchase intent: Click2Cart and Shopper’s Choice promoted 50% higher purchase intent than standard banner
“Building and maintaining direct relationships with customers is a key driver for CPG brands looking to succeed in this ever-changing digital environment. With online grocery sales expected to grow 20% from 2021 to 2022 and ¾ of consumers now buying CPG products online, it’s crucial that marketers consider new tactics to grow both attention and purchase intent,” said Jennifer Silverberg, CEO of SmartCommerce.
“This study provides scientific evidence that consumers prefer high-impact, buyable advertising for CPG products over standard display ads, and that buyable advertising generates better results for advertisers. E-commerce-focused advertising can bridge the divide between in-store and online shopping, enabling brands to create more fun and engaging experiences, drive more favorable brand attitudes, and generate more effective brand memory and purchase intent,” said Dr. Amy Rask, Chief Operating Officer at MediaScience.
“CPG advertisers need unique solutions that can increase online awareness and drive purchase intent. Kargo’s high-impact, buyable ad formats have proven themselves on both counts. Through engaging and differentiated ad campaigns, it’s possible for brands to meet customers where they are and delight them with new experiences that also drive results,” said Michael Shaughnessy, COO at Kargo.
Kargo creates memorable digital advertising and content experiences. With a suite of exclusive and impactful advertising solutions, brands choose Kargo to build customer relationships that matter. Kargo is the leader in unique ad placements, with creative options that make the most of mobile, video and social media. For publishers, Kargo offers technology that dramatically improves the viewer experience, as well as inventory and page performance. Based in New York, Kargo has 400 employees and offices around the world.
SmartCommerce is an AI-powered data platform that acquires and optimizes retailer product data in real time to power frictionless e-commerce volume for CPG manufacturers and their retail partners. Optimized for how consumers actually discover and choose CPG products online, SmartCommerce’s leading Click2Cart solutions help consumers purchase more than $2 billion worth of products each year from brand websites, advertisements, social media posts and more. Click2Cart® is a registered trademark of SmartCommerce, the provider of Click2Cart services.
About Media Science
MediaScience® is in its 14th year of operation and is the leader in research innovation. It has premier research facilities located in Austin, Chicago, New York, London and Perth, and specializes in custom laboratory research using a range of scientific tools to answer client research questions, including eye tracking, neurometry, facial response. coding, implicit and reaction time measures, dialing tests and traditional survey measures. MediaScience’s customers span broadcast networks, brands, digital content providers, app makers, advertisers and more. Research topics often include advertising effectiveness, brand integration effectiveness, program content development, usability testing, and a variety of related topics. MediaScience takes a method-neutral approach to research and works closely with clients to design research and develop solutions that best meet their specific research needs and questions.