The Power of Video to Generated Movie Intent, Google ... the Power of Video to Generate ... campaign and the results highlight why YouTube ... You earlier mentioned that you would

This study is brought to you courtesy of

www.google.com/think/insights


Leveraging the Power of Video to Generate Intent to View a MovieAvatar Ad Effectiveness Study

Google/MetrixLab

UK, September 2009

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Agenda

1 Background Information

2 Methodology

3 Generating Awareness

4 Intent to View

5 Word of Mouth & Discovery

6 Key Takeouts

Background Information

Fox collaborated with YouTube on one of the biggest Entertainment launches of all time.

The aim was to build awareness for the brand new franchise Avatar. 15 years in the making, it was imperative for Fox to:

•peak the interest of as large an audience as possible •deliver an experience that would do James Cameron’s 3-D epic justice

Fox chose to launch the teaser trailer on the homepage of YouTube on August 22nd - 4 months before the film release. The campaign ran across 15 countries and utilised an expandable masthead incorporating an HD trailer to ensure the highest quality experience possible.

The following research study with Metrix Lab accompanied this campaign and the results highlight why YouTube was the perfect partner for this activity.

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Source: Google/MetrixLab, Avatar Ad Effectiveness Study, UK Sept. 2009

Methodology

Methodology: Step 1

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All banners of the online advertising campaign are tagged with MetrixLab’s proprietary banner tracking

technology. Every time a the Masthead is served to a visitor a cookie was automatically placed on the

computer of this visitor. The cookie contains information about which banner was served, what time

and date it was served, from which site it was served, which other banners of the campaign were

served and how often they were served. This means that when two million banners are served in a

campaign, the MetrixLab banner tracking system is placing/updating cookies two million times.

MetrixLab cookies are

dropped and updated

every time Avatar

masthead appears on

YouTube homepage.


Methodology: Step 2

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During the campaign, a random sample is drawn from the visitor population of the sites where the

campaign is running. By using online survey sampling technology, the sample will be representative of

visitors to the sites.

The MetrixLab recruitment took place between 21st and 23rd August on the YouTube search pages of

the UK site. 128x90 overlays were served with an accompanying banner and research impressions

ran one day before, on the day of the takeover and the day after the takeover. The masthead takeover

day was from midnight to midnight on Saturday 22nd August.


Methodology: Step 3

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MetrixLab uses a control-exposed methodology to measure the branding effect of online advertising campaigns as they run

live across a site. Two groups are simultaneously sampled and their response compared. Both groups are a random

sample from the same population, and are all visitors to the YouTube site within the same period. The groups are matched

according to key demographic indicators, and weighting is applied if necessary.

EXPOSED

UNEXPOSED

Survey:

• Branding Effects

• Communication Effects

• Background characteristics


Generating Awareness

7%

13%

24%

38%

People’s awareness of the Avatar movie was increased significantly after watching the ad

Significant Difference (95% Reliability)UK: Unexposed n=1041, Exposed n=494

Q: Which films are you aware of that are coming out at the cinema in the next few months? A: Avatar

Top of Mind and Spontaneous Awareness

Unexposed

Exposed

Top of Mind Awareness

SpontaneousAwareness

Unexposed Exposed

The Avatar campaign drove some of the highest lifts in top of mind (+17%) and spontaneous awareness (+25%) that Metrix Lab has seen on any similar campaign to date

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Q: Which of the following films, that are coming out at the cinema later this year, have you heard of, even if it’s only by name? A: Avatar

Significant Difference (95% Reliability)UK: Unexposed n=1041, Exposed n=494, Exposed 1x n=390, Exposed 2x+ n=104

Unexposed

1 x Exposed 2 x+ Exposed

36%

69%

87%

Unexposed


Aided Awareness of Avatar Film

Aided Awarenessof Avatar Advertising

Q: For which of the following upcoming cinema films have you recently seen any advertising? A: Avatar

Watching the ad again had an even stronger impact

on awareness of film and promotion - up to 18%Aided Awareness

56%

76%81%

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Intent to View

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The campaign also had a direct impact on behaviour –

driving a 15% increase in intent to watch the movie

Cinema viewing intent of Avatar

28%24%

19%

29%

17%19%

Definitely do not want to see this film in the cinema

Probably do not want to see this film in the cinema

12%14% 15%

11%

15%

23%

Probably want to see this film in the cinema

Definitely want to see this film in the cinema

Q: For each of the upcoming films below, please state the level of interest you have in watching these films at the cinema.

23%

29%

38%

57%

41%38%

Unexposed


Significant Difference (95% Reliability)UK: Unexposed n=1041, Exposed n=494, Exposed 1x n=390, Exposed 2x+ n=104


Word of Mouth and Discovery

The YouTube Trailer was cited commonly as being a

reason that respondents would like to see the movie

Q: You earlier mentioned that you would like to see the new film 'Avatar'. Why would you like to see this film?

“I saw a great trailer on YouTube that made me really interested”

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Users were 9 % more likely to discuss and share information about the film after seeing the ad

12%

14%

18%

27%

Unexposed Exposed

I intend to discuss or share information about this film

I have already discussed or shared information about this film

Information sharing for Avatar

Q: Would you discuss, pass on or share information about the film 'Avatar' with others?UK: Unexposed n=1041, Exposed n=494


YouTube Masthead Campaign

Avatar Film Release

The campaign also drove a huge increase in searches on YouTube directly after seeing the ad

YouTube searches for “Avatar”

Significant Difference (95% Reliability)UK: Unexposed n=1041, Exposed n=494

Actual YouTube Searches, Source: Google Internal DataUnited Kingdom, June 09 - Jan 10

18%19%

8%

17%

Unexposed Exposed

I have already searched on YouTube for 'Avatar'

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Key Takeouts

Key Takeouts

• The Avatar campaign saw high lifts in top of mind (+17%) and spontaneous awareness (+25%)

• The campaign also an impact on behaviour as it drove a 15% increase in the intent to watch the movie

• Respondents commonly cited the YouTube trailer as the reason they wanted to watch the movie

• After seeing the ad, users were 9% more likely to discuss and share information about the movie with their friends

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The Power of Video to Generated Movie Intent, Google ... the Power of Video to Generate ... campaign and the results highlight why YouTube ... You earlier mentioned that you would