Santander boosts brand perception with targeted online video campaign


By The Drum Team, Editorial

October 14, 2011 | 3 min read

Online video from Tremor Video proves powerful tool in bank's brand marketing

Santander has enhanced consumers' perception of its brand over its competitors by extending its offline marketing strategies with online video ads from Tremor Video. The bank increased consumers' awareness of its savings products and enjoyed a 15 percent surge in consumers associating the "competitive savings rates" message with the Santander brand - the primary objective of the campaign.The Santander campaign boosted its brand image with results well above expectations and UK brands' norms using online video, according to marketing research company Dynamic Logic. The pre-roll ad, viewed 3.5 million times by targeted consumers on the Tremor Video network, proved positive in Dynamic Logic's four key metrics: online ad awareness, key message association, brand favourability and purchase intent.Daniel Ruch, VP for Europe at Tremor Video, said: "This compelling data demonstrates the positive impact online video has on branding when run in appropriate environments - even using a standard pre-roll video format. The marketing challenge of amalgamating several companies under one brand identity makes brand building to consumers across all media an imperative.Online video is a key component to integrated brand marketing campaigns; it enhances awareness, enforces message association to the brand, extends the reach of offline campaigns and encourages consumer confidence in the brand."Mark Husak, Dynamic Logic's Director of Media Development, Europe, said: "Consumers' perceptions of Santander were boosted across the board in our research, which pitted the awareness and brand perception of people who viewed the video ad online against a control group that had not. The fact that positive brand impact was found across the key metrics that we track is very exciting and speaks to the power of online video as a branding medium."The online video ad enabled Santander to extend, enforce and enhance its existing TV and print brand and product marketing. Viewers that recalled the print ads showed significant increases in sentiments that the bank wanted their business that Santander offered competitive rates on savings as a result of being exposed to the online video ad.Jody Veerman, Account Director at media agency Carat, who commissioned the ad on behalf of Santander, said: "Marketers are increasingly looking for reliable innovations beyond TV advertising for brand building and enhancement. The success of Santander's pre-roll online video campaign shows that Tremor Video's online video network enhances positive consumer perceptions as a particularly successful element to integrated marketing campaigns. The online video ad had a significant impact on viewers who recalled Santander's existing TV ad, but the impact on consumers who recalled exposure to the company's print ads was very impressive, and shows just how successful using online video ads in integrated campaigns can be."Keith Moor, Brand & Communications Director at Santander said: "Tremor Video delivered more than just a video campaign. We gleaned key data about our customers that will enable us to shape our future campaigns, and discovered that the campaign as a whole had succeeded against its key objectives as well as performing particularly strongly against key target segments.

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