Objectives
PetInsuranceReview.co.uk (PIR.co.uk) is an independent review site for pet insurance in the UK. Customers can leave or read reviews, get in-depth information about pet insurance and how it works, compare pet insurance providers and policy types, and get quotes.
Equimedia were asked to increase brand engagement through a paid social campaign using Video. The client was interested to explore how an AI generated ad performed against a filmed video ad. The core KPI for the test was post engagement.
- Increase awareness of PetInsuranceReview.co.uk
- Deliver ad engagement
- Compare the performance of an AI generated ad vs a real video ad
Our Approach
We created two video ads. Both ads had the same voiceover, message and Call to Action. The AI generated variant's images were created using a suite of AI tools, and the Control, 'real' ad featured filmed video of a dog at the beach.
The AI generated ad:
The 'real' video ad:
An A/B test campaign was set-up in Meta with the same audience and budget allocated to each ad variant. Both ads were set to optimise towards 'post engagement'.
Results
The AI generated video drove a significantly higher number of post reactions:
However, the Control video was more effective in holding the viewers attention with higher video view completion rates:
The Hold Rate (the percentage of times that your video was played to completion after playing for at least 3 seconds) was 37% for the Control video vs 17% for the AI Video.
This suggests that the Control video was better at ensuring the key message got through to viewers, whilst the AI video was better at driving an initial reaction.
In addition, Cost per Engagement was 75% lower than previous static image paid social campaigns for PIR.co.uk.
Reviewing traffic to site stats, the campaign resulted in higher site visitor numbers than the previous month:
- 75% lower Cost per Engagement
- 37% full video view for the 'real' video ad
- 17% full video view for the AI generated ad
Client quote:
“Equimedia created an engaging AI generated ad, and both ad variants engaged our audiences, held their interest and increased traffic to site. We will be running further creative tests off the back of the results achieved!”
75% lower Cost per Engagement
37% full video view for real ad
17% full video view for AI ad
Interested in seeing what we can do for you? Get in touch and let us know about your requirements today.
