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Discover how Volkswagen used Cross-Media Brand Lift Measurement to reveal the drivers of brand love.

Request a copy of the Case Study below.

Find out how Volkswagen used On Device's advanced measurement technology to understand the effectiveness of their cross-media advertising and identify granular brand lift insights. 

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Overview

In a complex media landscape, measuring brand lift is challenging due to factors like walled gardens and audience overlap. On Device helped Volkswagen and PHD navigate this using cross-media measurement, uncovering what drove brand lift and sentiment, and offering insights to improve future media planning and ROI.

 

 

VW
PHD
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Objectives

Tic  Increase Volkswagen’s brand likeability and consideration by transforming mass-popularity and presence into brand love for Volkswagen.

Tic  Recruit the next generation of Volkswagen drivers, by celebrating the loyalty and enthusiasm of existing owners.

The Challenge

The YourVolkswagen campaign had the objective of increasing brand likeability and consideration among car buyers and drivers. The campaign’s effectiveness needed to be evaluated across the following media channels:

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Social

 

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DOOH

 

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VOD

 

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TV

 

The brand lift measurement aimed to evaluate how each channel influenced key brand metrics—awareness, consideration, and purchase intent—while assessing ROI for future planning. A key focus for Volkswagen was accurately measuring ad effectiveness within social media’s walled gardens, using platforms like Meta and TikTok to reach younger audiences through impactful, high-reach formats.

Our results

Check out our results video below

Some of our success stories

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Lego & Global

Yahoo commissioned On Device Research to understand the impact of PayPal’s advertising campaign across both digital native and connected TV platforms to better understand how the activity helped shift awareness...