YouTube Research:TV & In-stream EffectivenessYouTube/IpsosNov 2011
Brands produce video ads for their            emotional impact          How do these formats        compare and complement...
3
How We Ran the Study2,400 persons 18-45 saw :15s & :30s video ads         TV                                              ...
Research SummaryYouTube & TV ads have similar viewing patterns and impacts on adbreakthrough & brand metrics     1        ...
Beginning       Middle         End          Overall    TVVisual HotspotsViewers focused on the same areas across TV & YouT...
Ad Breakthrough7
Ad Breakthrough SummaryYouTube & TV ads combined drive the best ad recall     1                     2                     ...
significant difference vs. TV at 90%.              TV x 2    YT x 2     YT + TV35%                                        ...
significant difference vs. TV at 90%.              TV x 2    YT x 2     YT + TV                    34%35%                 ...
significant difference vs. TV at 90%.              TV x 2    YT x 2      YT + TV95%                                       ...
significant difference vs. TV at 90%.              TV x 2    YT x 2      YT + TV100%                                      ...
significant difference vs. TV at 90%.              TV x 2    YT x 2      YT + TV100%90%                                   ...
significant difference vs. TV at 90%.            TV x 2    YT x 2      YT + TV100%90%                   77%80%         69%...
Brand Metrics15
Brand Metrics SummaryFor brand metrics, YouTube ads generally perform as well as TV ads      1                            ...
TV x 2   YT x 2      YT + TV100%                                                              98%         98%98%      97% ...
significant difference vs. TV at 90%.            TV x 2    YT x 2      YT + TV100%                                        ...
significant difference vs. TV at 90%.              TV x 2    YT x 2    YT + TV70%                                         ...
significant difference vs. TV at 90%.           TV x 2   YT x 2   YT + TV70%                                              ...
significant difference vs. TV at 90%.              TV x 2    YT x 2      YT + TV60%                                       ...
significant difference vs. TV at 90%.             TV x 2   YT x 2      YT + TV60%                                         ...
significant difference vs. TV at 90%.              TV x 2    YT x 2      YT + TV50%                                       ...
significant difference vs. TV at 90%.              TV x 2    YT x 2    YT + TV50%                                         ...
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YouTube y Television

  1. 1. YouTube Research:TV & In-stream EffectivenessYouTube/IpsosNov 2011
  2. 2. Brands produce video ads for their emotional impact How do these formats compare and complement each other ?2
  3. 3. 3
  4. 4. How We Ran the Study2,400 persons 18-45 saw :15s & :30s video ads TV TV 2 x :30 TV Spot 2 x YouTube :30 Preroll TV + YouTube :30 2 x :15 TV Spot 2 x YouTube :15 Preroll TV + YouTube :15 Lag TV-Program YouTube Visit TV Ad break x 6 ads 4 Videos / 3 Preroll (3 test & 3 clutter) (3 test & 1 without) End of session End of session Survey4
  5. 5. Research SummaryYouTube & TV ads have similar viewing patterns and impacts on adbreakthrough & brand metrics 1 2 3 Visual Hotspots Ad Breakthrough Brand Metrics General viewing YouTube +TV ads YouTube and TV ads patterns are combined provide provide similar lift similar between the best lift in ad in brand recall and YouTube In-stream recall. YouTube ads lower funnel metrics. & TV ads. drive ad recall as well or better than TV ads alone.5
  6. 6. Beginning Middle End Overall TVVisual HotspotsViewers focused on the same areas across TV & YouTube6
  7. 7. Ad Breakthrough7
  8. 8. Ad Breakthrough SummaryYouTube & TV ads combined drive the best ad recall 1 2 3 Unaided Ad Recall Prompted Ad Recall Brand Attribution On average, YouTube and TV ads YouTube and TV ads YouTube & TV combined provided provide similar lift combined provided as good or better in brand 1.5 - 2x better prompted ad recall attribution. recall than TV for all campaigns alone. tested.8
  9. 9. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV35% 33% 31% 29%30% 24% 24%25% 23% 22% 21% 21% 20%20% 18% 16% 16% 16% 14%15% 12% 9%10% 6%5% Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports Agency Entertainment2x Higher Ad Recall for YouTube+TV over TV AloneUnaided Ad Recall - :15s9
  10. 10. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV 34%35% 33% 31% 31%30% 27% 25%25% 23% 23% 23% 23% 22% 21% 20% 20%20% 14%15% 12% 11% 9%10%5% Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports Agency Entertainment1.5x Higher Ad Recall for YouTube+TV over TV AloneUnaided Ad Recall - :30s10
  11. 11. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV95% 91% 90% 89%90% 86% 85%85% 82% 83% 83% 83% 82% 83%80% 77% 76% 74% 74%75% 73%70% 65% 65%65%60% Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports Agency Entertainment5 Out of 6 Advertisers Saw Ad Recognition Liftfor YouTube + TV Over TV AlonePrompted Ad Recognition- :15s11
  12. 12. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV100% 98%95% 93% 90% 90% 90%90% 88% 87% 87% 86% 86% 86%85% 82% 81% 80%80% 78% 77% 75%75%70% 67%65%60% Online Dating Site Automobile Travel Search Heath & Beauty Toilet Paper Sports Engine Entertainment 4 Out of 6 Advertisers Saw Significant Ad Recognition Lift for YouTube Over TV Alone Prompted Ad Recognition- :30s 12
  13. 13. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV100%90% 82% 84%80% 76% 68% 70% 67%70% 64% 62%60% 54% 56% 50% 47%50% 44% 40%40% 36% 31%30% 23% 19%20%10% Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports Agency Entertainment YouTube Generally Has the Same Impact on Aided Brand Attribution as TV Brand Attribution - :15s 13
  14. 14. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV100%90% 77%80% 69% 70% 69% 68%70% 65% 66% 63% 60% 58%60% 56% 56% 53% 47% 47%50%40% 31%30% 24% 21%20%10% Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports Agency Entertainment YouTube Generally Has the Same Impact on Aided Brand Attribution as TV Brand Attribution - :30s 14
  15. 15. Brand Metrics15
  16. 16. Brand Metrics SummaryFor brand metrics, YouTube ads generally perform as well as TV ads 1 2 Greater Variability Creative Effects Impact on brand metrics has The effects of specific wider variability than ad creative may have a recall metrics. greater impact on brand metrics than on ad breakthrough.16
  17. 17. TV x 2 YT x 2 YT + TV100% 98% 98%98% 97% 97% 97% 97% 97% 96% 96% 96% 96% 96% 96%96% 95%94% 92%92% 90%90% 88%88%86%84% 83%82%80% Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports Agency Entertainment YouTube Generally Has the Same Impact on Aided Brand Awareness as TV Aided Brand Awareness- :15s 17
  18. 18. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV100% 99%98% 97% 97% 97% 97% 97% 96% 96% 96%96% 95% 95% 94% 94%94% 93% 93% 92%92% 91%90% 89%88%86%84%82%80% Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports Agency Entertainment YouTube Generally Has the Same Impact on Aided Brand Awareness as TV Aided Brand Awareness- :30s 18
  19. 19. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV70% 66% 66% 59%60% 56% 56% 51% 52%50% 46% 46% 41% 40% 40% 38% 39% 38%40% 35% 34%30%20% 17%10% Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports Agency EntertainmentYouTube Generally Has the Same Impact onBrand Favorability as TVBrand Favorability- :15s19
  20. 20. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV70% 63% 64% 61% 61% 61%60% 55% 50%50% 46% 45% 44% 38% 38%40% 35% 36% 35% 34% 32%30% 27%20%10% Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports Agency EntertainmentYouTube Generally Has the Same Impact onBrand Favorability as TVBrand Favorability- :30s20
  21. 21. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV60% 55% 55%55% 53% 52% 52% 52% 51% 50% 50%50% 48% 48%45% 41% 40%40% 37% 36% 36% 34%35%30% 27%25%20% Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports Agency EntertainmentYouTube Generally Has the Same Impact onConsideration as TVConsideration - :15s21
  22. 22. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV60% 56% 55%55% 53% 53% 51% 51% 51% 50%50% 48% 46% 45% 45%45% 41% 40% 40%40% 38% 37%35% 31%30%25%20% Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports Agency EntertainmentYouTube Generally Has the Same Impact onConsideration as TVConsideration - :30s22
  23. 23. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV50% 47%45% 43% 42% 41% 40% 39%40% 38% 38% 37%35% 33% 33% 32% 29%30% 28% 28% 27% 26%25%20% 15%15%10% Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports Agency EntertainmentYouTube Generally Has the Same Impact onRecommendation as TVRecommendation - :15s23
  24. 24. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV50% 45%45% 42% 41% 40% 39%40% 38% 35% 34% 34%35% 33% 33% 30% 29%30% 28% 28% 25% 24% 24%25%20%15%10% Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports Agency EntertainmentYouTube Generally Has the Same Impact onRecommendation as TVRecommendation - :30s24
  25. 25. Like what you learned? Find more data and thought starters atwww.thinkwithgoogle.com/insights

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