Brand impact of YouTube vs TV Think Insights with Google. In a nutshell 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)

1. Lab-based experiment with 12 brands
Brand Impact of YouTube vs. TV
Google Market Insights
Germany, 2012
1

2. Agenda
2
1 Management Summary
2 Background
3 Methodology
4 Brand Impact of YouTube vs. TV
Brand Impact of YouTube vs. TV

3. Brand Impact of YouTube vs. TV
Management Summary

4. In a nutshell
4
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)

5. Brand Impact of YouTube vs. TV
Background

6. Shifting the focus from cost per reach to cost per impact
Why crossmedia experiments?
6
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

7. Brand Impact of YouTube vs. TV
Methodology

8. Methodology lab based experiment
Methodology
8
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
Survey
Awareness, Recall,
Image, Purchase Intent
ad exposure
without contact to
test creatives

9. Methodology lab based experiment – test group setup in detail
Methodology
9
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“
Survey
Awareness, Recall,
Image, Purchase Intent
Survey
Awareness, Recall,
Image, Purchase Intent
ad exposure
without contact to
test creatives
A::: TV x 2
B:: YouTube x 2
C:: TV + YouTube

10. List of brand KPIs covered in the study
Metrics covered
10
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?

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

12. Advertising impact on unaided brand awareness by media
Unaided Brand Awareness by media
12
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

13. Advertising impact on aided brand awareness by media
Aided Brand Awareness by media
13
TV only, Youtube only and TV plus YouTube score equally well on aided
brand awareness.
n = 2.830 n = 2.630
Source: nurago, lab-based experiment, Germany 2011 / 2012
Average for 12 brands and n = 2.830 respondents
n = 2.052 n = 2.050

14. Advertising impact on unaided ad recall by media
Unaided Ad Recall by media
14
YouTube prerolls show a much higher uplift on unaided ad recall than TV.
n = 2.830
n = 2.630
Source: nurago, lab-based experiment, Germany 2011 / 2012
Average for 12 brands and n = 2.830 respondents
n = 2.052 n = 2.050

15. Advertising impact on aided ad recall by media
Aided Ad Recall by media
15
Regarding uplift on aided ad recall, YouTube prerolls prove to be sligthly
more effective than TV.
n = 2.830 n = 2.630
Source: nurago, lab-based experiment, Germany 2011 / 2012
Average for 12 brands and n = 2.830 respondents
n = 2.052 n = 2.050

16. Advertising impact on spot breakthrough by media
Spot Breakthrough by media
16
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
Source: nurago, lab-based experiment, Germany 2011 / 2012
Average for 12 brands and n = 2.830 respondents
n = 2.052 n = 2.050

17. Advertising impact on purchase intent by media
Purchase Intent by media
17
Purchase Intent can be positively influenced by ad contact, but we do not
see a difference by media.
n = 2.830 n = 2.630
Source: nurago, lab-based experiment, Germany 2011 / 2012
Average for 12 brands and n = 2.830 respondents
n = 2.052 n = 2.050

18. Headroom concept explained (= relative improvement index)
Summing up the data
18
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%

19. Uplift in brand metric (indexed as relative improvement in %)
Brand impact of YouTube prerolls vs. TV
19
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
Source: nurago, lab-based experiment, Germany 2011 / 2012
Average for 12 brands and n = 2.830 respondents
“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%