SHOWMAX

Showmax ran an A/B test to compare video ads in its usual Instagram and Facebook placements with ads in the usual placements plus Reels, and saw a 4.1-point lift in standard ad recall when it included Reels.

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THE STORY
African internet TV service

Showmax is an internet TV service that offers a combination of African content, exclusive international series, movies, kids’ shows and live sport. Launched in 2015, the service is available throughout sub-Saharan Africa and to selected diaspora markets worldwide.

4-point

lift in standard ad recall when running video ads in usual placements plus Reels

1.1-point

lift in standard brand awareness when running video ads in usual placements plus Reels

0.6-point

lift in consideration when running video ads in usual placements plus Reels

4.6-point

lift in consideration for people aged 18–24 when running video ads in usual placements plus Reels

Through the brand lift study and Reels test on Meta technologies, we were thrilled to witness the impressive resonance of our brand with different audience demographics. Ads in the captivating Reels placement proved to be a powerful and engaging tool, as we saw significant results and remarkable lift across various metrics, with increased ad recall and awareness of our brand.
AXEL SCHIEFER, MANAGER PAID & OWNED DIGITAL MEDIA - CONNECTED VIDEO, SHOWMAX
THE GOAL
Boosting brand awareness

Showmax wanted a way to strengthen brand metrics such as ad recall, brand awareness and consideration.

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THE SOLUTION

Testing ads in Reels

The team at Showmax decided to run an A/B test to determine if adding Reels to its usual ad placements across Instagram and Facebook could help bolster brand awareness metrics and improve campaign performance.

Showmax compared a control cell with a video ad campaign that ran in the brand’s usual placements against a test cell with a video ad campaign that ran in those same placements plus in the full-screen Reels placement. All other campaign elements were the same across cells.

The humorous video creative showed people excitedly describing the plotlines of their favorite shows on Showmax to friends, family and colleagues, along with the messaging: “No one tells a story like a local. Stream the stories we love to tell on Showmax, Africa’s original streaming service.” All ads included a Sign up button that linked to the Showmax website to subscribe. The team showed the ads to a broad audience of adults in South Africa aged 18 and over. The team showed the ads to a broad audience of adults in South Africa aged 18 and over.

Showmax determined the results of this March 15–May 15, 2023 campaign using the A/B test in a brand lift study, which revealed:

  • 4-point lift in standard ad recall when running video ads in the usual placements plus Reels
  • 1.1-point lift in standard brand awareness when running video ads in the usual placements plus Reels
  • 0.6-point lift in consideration when running video ads in the usual placements plus Reels
  • 4.6-point lift in consideration for people aged 18–24 when running video ads in the usual placements plus Reels
Create Ad
We are excited to continue to harness the engaging Reels ad placement, as it provides a landscape to seamlessly integrate captivating storytelling with precise targeting, thereby fostering even more substantial gains in ad recall, awareness and customer engagement. Meta's evolving technologies hold the promise of unlocking new avenues for growth, innovation and sustainable success for Showmax in the digital age.
AXEL SCHIEFER, MANAGER PAID & OWNED DIGITAL MEDIA - CONNECTED VIDEO, SHOWMAX
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