SUMMARY

• Different spots have different performance potential.
• C.A.P. finds the most effective spot based on real purchase behavior rather than likes and shares.
• The illustrated case shows a conversion-rate-increase of 19% by playing spot B over spot A.

A/B TESTING

Online media offers a wider range of possibilities for advertisers to A/B-test content. For FMCG advertisers, the primary KPIs are based on likes and shares rather than on real sales figures, as most products are not available online. C.A.P. offers an alternative: two spots can be played simultaneously in chosen stores. Based on the resulting sales impact, C.A.P. can answer the question as to which content performs better when it comes to activation.
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For the below-illustrated A/B-Test, the effect of C.A.P. on three different product groups has been compared. Conversion rates for all three product groups of spot B significantly outperform the ad-effect of spot A. This insight helps advertisers to better understand which elements/content of the spot are key to generate maximum impact. In addition, a strong impact on conversion rates of both spots compared to no instore C.A.P. advertising can be observed.