Brand impact of YouTube vs TV Think Insights with Google

Lab-based experiment with 12 brands Brand Impact of YouTube vs. TV

Google Market Insights Germany, 2012

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Agenda

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1 Management Summary

2 Background

3 Methodology

4 Brand Impact of YouTube vs. TV

Brand Impact of YouTube vs. TV

Brand Impact of YouTube vs. TV Management Summary

In a nutshell

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1 Overall, YouTube prerolls perform almost 40% better than TV in terms of impact on brand metrics awareness and recall metrics

2 Both media show a comparable impact on purchase intent

3 The combination of both media does not show an additional crossmedia synergy (as would have been expected)

4 This result however is to be seen as an artefact of the in-lab methodology (no natural media usage = increased general attention)

5 We think so as studies conducted in a live campaign environment clearly show a synergy effect (higher efficiency of crossmedia)

Brand Impact of YouTube vs. TV Background

Shifting the focus from cost per reach to cost per impact

Why crossmedia experiments?

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Google partners with advertisers and agencies to learn more about how online video benchmarks against TV regarding impact on brand KPIs

Effectiveness Impact on brand KPI

REACH

GRP

FREQUENCY

REACH

GRP

FREQUENCY X

Cost per/ Cost per/

REACH-FOCUSED

IMPACT-FOCUSED

Brand Impact of YouTube vs. TV Methodology

Methodology lab based experiment

Methodology

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2.800 people were interviewed in four cities across Germany (Munich, Cologne, Hamburg, Dresden).

RANDOM RECRUITMENT TV + YouTube Users 20-49 years randomly assigned to

TEST GROUP randomly assigned to CONTROL GROUP

REAL LIVE MEDIA EXPOSURE (TASK BASED)

„please watch 15 minutes of TV“

„please watch some videos on YouTube“

ad exposure incl. two contacts to

test creative

TV: Spot in Ad Break YouTube: Standard Preroll

Survey Awareness, Recall,

Image, Purchase Intent



ad exposure without contact to

test creatives

Methodology lab based experiment – test group setup in detail

Methodology

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2.800 people were interviewed in four cities across Germany (Munich, Cologne, Hamburg, Dresden).

RANDOM RECRUITMENT TV + YouTube Users 20-49 years randomly assigned to

TEST GROUPS randomly assigned to CONTROL GROUP

REAL LIVE MEDIA EXPOSURE (TASK BASED)

„please watch 15 minutes of TV“

„please watch some videos on YouTube“





ad exposure without contact to

test creatives

A::: TV x 2

B:: YouTube x 2

C:: TV + YouTube

List of brand KPIs covered in the study

Metrics covered

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Our analysis covers KPIs from awareness to purchase intent.

Unaided Brand Awareness

Unaided Ad Recall

Aided Ad Recall

Ad Breakthrough

Aided Brand Awareness

Which of the following brands from the XYZ industry would you take into consideration for purchase?

Do you remember having seen advertising for any of the brands listed below?

For which brands from do you remember having seen advertising?

Which of the brands from the XYZ industry listed below do you know or have heard of?

Which brands from the XYZ industry do you know?

Purchase Intent Do you remember an ad with the following content…? if the answer is yes: Which brand was it for?

Brand Impact of YouTube vs. TV Brand Impact of YouTube vs. TV

Advertising impact on unaided brand awareness by media

Unaided Brand Awareness by media

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YouTube prerolls show a considerably stronger impact on unaided brand awareness than TV.

n = 2.830 n = 2.630 n = 2.052 n = 2.050

Source: nurago, lab-based experiment, Germany 2011 / 2012 Average for 12 brands and n = 2.830 respondents

Advertising impact on aided brand awareness by media

Aided Brand Awareness by media

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TV only, Youtube only and TV plus YouTube score equally well on aided brand awareness.

n = 2.830 n = 2.630


n = 2.052 n = 2.050

Advertising impact on unaided ad recall by media

Unaided Ad Recall by media

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YouTube prerolls show a much higher uplift on unaided ad recall than TV.

n = 2.830 n = 2.630


n = 2.052 n = 2.050

Advertising impact on aided ad recall by media

Aided Ad Recall by media

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Regarding uplift on aided ad recall, YouTube prerolls prove to be sligthly more effective than TV.

n = 2.830 n = 2.630


n = 2.052 n = 2.050

Advertising impact on spot breakthrough by media

Spot Breakthrough by media

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With a hint towards the content of the spot, 52% of people who had ad contact on TV are able to name the brand. On YouTube it’s even 58%!

n = 2.830 n = 2.630


n = 2.052 n = 2.050

Advertising impact on purchase intent by media

Purchase Intent by media

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Purchase Intent can be positively influenced by ad contact, but we do not see a difference by media.

n = 2.830 n = 2.630


n = 2.052 n = 2.050

Headroom concept explained (= relative improvement index)

Summing up the data

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To enable a general comparison of media we account for an average uplift across recall metrics. To level out the different start values between metrics this is done using the “headroom concept” described below.

50% Headroom

50%

Ad Recall

20% Headroom

80%

Ad Recall

Control no exposure

Test ad exposure

What the individual data looks like… absolute improvement = 30% 80%

50%

What the anonymised data looks like…

relative improvement = 60% “HEADROOM INDEX”

20% 50%

Uplift in brand metric (indexed as relative improvement in %)

Brand impact of YouTube prerolls vs. TV

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A 1:1 comparison in a lab-environment shows that YouTube preroll ads work almost 40% better than TV in terms of impact on cognitive brand metrics


“Which advertising do you remember having seen?”

“Do you remember an ad with the following content…? Which brand was it for?”

“Do you remember having seen advertising for one of the

brands listed below?”

Average YouTube Impact Index to TV = ± 137%

“Which brands from the XYZ industry do you know?”

Index YouTube to TV

140%

Index YouTube to TV

178%

Index YouTube to TV

114%

Index YouTube to TV

116%

Social Media

Brand impact of YouTube vs TV Think Insights with Google