Exploring engagement and branding on YouTube and TV
Study Methodology and Objectives <ul><li>YouTube partnered with two advertisers, Motorola (with Mindshare) & GM to: </li></ul><ul><li>Quantify user engagement on YouTube and television </li></ul><ul><li>Measure the branding value of ads on YouTube and TV </li></ul><ul><li>Understand the combined impact of YouTube and TV advertising on brand perceptions and consideration </li></ul><ul><li>Methodology </li></ul><ul><li>All samples were representative of both advertisers’ target audience </li></ul><ul><li>(18-29 years) </li></ul>Biometrics (48 people) Eye tracking (24 people) Depth interviews (48 people) Online survey (1,800 people)
Test Stimuli TV Ad YouTube Ad Impression sound) YouTube Video Ad Click YouTube Viral Video Hompage silent autoroll InVideo banner Corsa Motorola
YouTube ads stand out and are noticed without interrupting the user experience Eye-tracking shows that autoroll homepage ads become the hottest part of the homepage InVideo ads appear on uncluttered watch pages and are closest to the viewing hotspot Ads receive attention without annoying users: the majority of users say the ads on YouTube are non-obtrusive and do not interrupt the user experience. "I really like it. You notice it but it doesn't get in the way, and if it was relevant to what I was watching then that would be even better” Male, 22, UK Users spend 50% longer viewing the companion display banner than standard display ads* * Compared to average ad dwell time measured in an Eyetools study, 2004 .
Users are 1.5x more attentive when browsing YouTube than when watching TV Time (seconds) Intensity (attention) <ul><li>Biometrics data* collected whilst respondents watched TV and browsed YouTube demonstrates: </li></ul><ul><li>Attention levels are consistently higher - 1.5x overall - whilst browsing YouTube than when watching TV </li></ul><ul><li>This confirms the value of YouTube as a lean forward platform, where consumers actively chose the content they watch </li></ul><ul><li>In addition, across all tested ads, engagement on YouTube is amplified ~140% over TV </li></ul>Source: Biometric data collected Sept 2008 in the UK. TV respondents were watching In Plain Sight a US FBI drama. Web respondents were surfing on YouTube <ul><li>* Biometrics data measured: </li></ul><ul><ul><li>Heart rate </li></ul></ul><ul><ul><li>Physical movement </li></ul></ul><ul><ul><li>Respiratory rate </li></ul></ul><ul><ul><li>Skin conductance </li></ul></ul>
Advertisers should make the most of the opportunity to capture users attention with engaging ads Neutral engagement (55). A score above this line means the audience is engaged with the ad Source: Biometric data collected Sept 2008 in the UK. TV respondents were watching a 30” ad on YouTube and on TV YouTube The C’mons viral video also demonstrated very higher levels of engagement. Again, it was the only stimuli to shift brand favourability higher than control (6%). The Motorola ‘David Elsewhere’ video was engaging overall, with engagement levels only drifting a little between 15” – 32” - before a change of scene re-engages the audience. The video was also the only stimuli to shift brand favourability – 6% higher than control YouTube
<ul><ul><li>For both tested brands, watching an ad on YouTube alone significantly increased ad recall and attribution – up to 14% higher than watching the same ad on TV </li></ul></ul><ul><ul><li>Ad recall and attribution lift from YouTube is driven by both brands’ core audiences; </li></ul></ul><ul><ul><ul><li>GM: driven by females and infrequent TV viewers </li></ul></ul></ul><ul><ul><ul><li>Motorola: driven by males and 25 – 29 year olds </li></ul></ul></ul><ul><ul><li>Combining YouTube with TV lifts consideration by 5% for both GM Corsa & Motorola </li></ul></ul>YouTube is an effective medium for driving ad branding, recognition and consideration Q When you (next) come to buy a car/phone which of these would be on your shortlist? (n=300 per cell) % recognising and correctly attributing the ad * Significant uplift from TV % consider for next purchase * Significant uplift from Control Q When you (next) come to buy a car/phone which of these would be on your shortlist? (n=300 per cell) 14%* 7%* 14%* 15%* 5%* 5%*
Q. Looking at this list of phones, which would you say is… You can click on as many or as few brands as you wish. (n=300) Combining YouTube with TV lifts perception of Motorola’s core brand attributes above TV alone <ul><li>For Motorola, the addition of YouTube ad impressions drives brand metrics up to 4x higher than TV alone. For GM Corsa, metrics are driven up to 3x higher </li></ul><ul><li>Advertisers can also take advantage of the YouTube brand halo effect to lift attributes not communicated in the campaign </li></ul>* Significant uplift from control % associating attribute with brand Motorola: indexed uplift in brand association with attribute (from control) Indexed uplift in brand association (from control)
<ul><li>For GM, YouTube lifts some brand metrics, including 'not boring ' and 'dynamic' significantly higher than TV– up to 8% </li></ul><ul><li>For Motorola, brand metrics are lifted up to 5% higher on YouTube than on TV </li></ul>Clicking to view a video ad on YouTube lifts brand metrics equal to or higher than TV Q. Looking at this list of cars, which would you say is… You can click on as many or as few brands as you wish. (n=300) GM Corsa: % associating brand with attribute Uplift of TV + YT impression from Control (attributes with significant lift above TV circled) % associating attribute with brand * Significant uplift from control 6% 6% 8% 5% 9% 6%
Summary and Implications 1 Users are 1.5x more attentive on YouTube than TV and are more engaged (positively and negatively) with ads on YouTube. Advertisers can capitalise by using strong creative that tells a story. 2 YouTube has a multiplier effect on TV advertising, lifting brand metrics even higher, and can shift perceptions of hard to reach audiences such as younger consumers and infrequent TV viewers. 3 Advertising on YouTube also has a ‘halo’ effect, increasing brand perceptions such as innovative, not boring, and dynamic: a brand can attain these qualities without having to incorporate them into the campaign itself. 4 Adverts on YouTube are well integrated into the site and do not annoy consumers – yet they still manage to have strong cut-through, with high recall & attribution rates.