The document analyzes the effectiveness of Renault Dacia's multimedia campaign on TV and YouTube. It finds that YouTube reached 17% of consumers, adding 4% reach to the TV campaign and 8% to TV's effective reach. Combining TV and YouTube significantly improved awareness, consideration, and brand values compared to TV alone. The campaign achieved the same reach with 13% less investment by adding YouTube to the TV ads.

1. YouTube Confidential and Proprietary
Google Confidential and ProprietaryYouTube Confidential and Proprietary
Multimedia Campaign Effectiveness
Renault Dacia Case Study
April 2012

2. YouTube Confidential and Proprietary
1
YouTube
has
reached
17%
of
consumers
adding
4%
reach
to
the
TV
campaign,
8%
to
the
effec=ve
+3
TV
reach.
2
Combina=on
of
TV&YouTube
has
been
significantly
more
effec=ve
than
TV
only
in
liHing
spontaneous
awareness,
considera=on
and
brand
values
of
Dacia
3
13%
less
investment
was
needed
to
get
same
reach
by
adding
YouTube
to
the
TV
campaign
compared
to
geKng
this
reach
with
only
TV
Summary

3. YouTube Confidential and Proprietary
Background & schedule of analyzed media
§ Dacia
Campaign
on
TV
&
online,
with
an
important
part
of
the
investment
online
on
youTube
.
§ Communica=ng
Dacia
as
low
cost
brand
of
Renault
Group
TV: 513,3 GRPs, 82% reacch
YouTube: 28,7 M Impressions
• Masthead: 8,2 M
• Pre Roll: 8,5 M
• Videobanner: 12 M
YOUTUBE
FIELDWORK
Pre
(n=1014)
Post
wave
(n=2005)
TV
March4th
–
March17th
March
5th
–
March
17th
march
3
Masthead
Exposed
(n=337)
Research target:
men and women
25-54

4. YouTube Confidential and Proprietary
Methodology
4
EXPOSED
UNEXPOSED
MetrixLab uses a control-exposed methodology to measure the branding effect of
advertising campaigns. Exposure to different media groups are simultaneously sampled
and their response compared. Because both groups are a random sample from the same
population, the groups are statistically comparable across key demographic indicators.
MetrixLab cookies are
dropped and updated
every time the Dacia
masthead or other
advertising appears on
YouTube or Gmail.
Actual media plan is
matched with individual
respondent TV
consumption to create an
“Opportunity To See” score
(OTS).

5. YouTube Confidential and Proprietary
YouTube reached 17% of the campaign target
5
86%
82%
17%
513,3 GRP’s 28,7 M impr.
+
6.7
contacts
6.2
contacts
2.9
contacts
575,5 GRP’s*
Total GRPs based on research results: 86% reach * 6.7 contacts

6. YouTube Confidential and Proprietary
6
YouTube campaign added 4% reach to the TV
campaign, which is more than expected.
82% 17%
Only TV
69%
Only
YouTube
4%
TV+YouTube
13%
513,3 GRP’s 28,7 M impr.

7. YouTube Confidential and Proprietary
23%
15%
8%
8%
6%
7%
4%
3%
4%
3%
1% 1% 1%
1%
1%
1% 1%
2%
1% 1% 1%
6%
0%
5%
10%
15%
20%
25%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 >20
YouTube reach
47% of YouTube exposed had less than 3 TV contacts
7
TV Frequency
= 1.433.500
target*
* =13.752.000*(reach YouTube)*61% (source: EGM 2010)
61%
47%

8. YouTube Confidential and Proprietary
8
Looking at effective reach of TV (3+) incremental
reach of YouTube grows up to 8%
57%
17%
Only TV 3+
48%
Only
YouTube
8%
TV 3+ &
YouTube
9%
TV 3+

9. YouTube Confidential and Proprietary
The masthead creative has delivered highest reach
with least impressions
9
9%
8%
6%
2.08
contacts
1.95
contacts
1.91
contacts
Masthead Pre Roll Videobanner
8,2 M impressions 8,5 M impressions 12 M impressions
1,06% reach per M impressions 0.92% reach per M impressions 0,52% reach per M impressions

10. YouTube Confidential and Proprietary
73% of reach of different formats has been
complementary
Only Masthead
6%
Only Pre Roll
4%
Only Videobanner
2%
Masthead +
Pre Roll 1%
Videobanner
+
Masthead 1%
Pre Roll
+ Videobanner
2%All
1%
9%
8%
6%
Videobanner
Pre Roll
8.2 M Impressions
Masthead
8.5 M Impressions
12 M Impressions

11. YouTube Confidential and Proprietary
87% 92% 93%
11
15% 13% 13%
31% 31%
37%
69% 65% 64%
Top of Mind Spontaneous awareness
Aided awareness Association to Renault
Q: Thinking of affordable car brands, what brand come to mind?
Q: Which of the following car brands do you know?
Q: To which of the following manufacturers do you associate Dacia?
+6 pt
+6 pt
High synergie in spontaneous awareness

12. YouTube Confidential and Proprietary
23%
27%
31%
No Contact (n=253) TV Only (n=1232) TV+YouTube (n=410)
38%
55% 53%
23%
27%
31%
Sinergie in spontaneous ad awareness too
12
Spontaneous Ad Recall Aided Ad Recall
Q: Thinking of affordable car brands, of which brands do you remember having seen or heard advertising lately?
Q: Of which of the following car brands do you remember having seen or heard advertising lately?
+8 pt

13. YouTube Confidential and Proprietary
4%
7% 7%
Purchase indicators increase greater
13
17%
23%
30%
6%
8%
10%
Consideration
PreferenceRecommendation
Q: Thinking of buying a car, which brands would you consider? (Top 2 BOX)
Q: And which of the following brands would be your first choice? (Top 2 BOX)
Q: On a scale from 0 to 10, to what extent would you recommend Dacia? (Top 2 BOX)
Sign.
Increase
compared
to
TV
only
(95%)
Sign.
increase
compared
to
no
contact
(95%)
Sign.
decrease
compared
to
no
contact
(95%)
+12 pt

14. YouTube Confidential and Proprietary
Has a good price Is a low cost brand Is a familiar brand Is a brand with a good
image
Is an innovating brand
67%
70%
28%
21%
16%
74% 73%
39%
29% 29%
72%
67%
45%
38%
34%
No Contact (n=221) TV Only (n=1130) TV+YouTube (n=383)
YouTube lifts those brand values that need reinforcement,
whereas there is no lift on already strong values of Dacia
14Q: To what extent do you agree with the following statements about Dacia? (Top 2 BOX)
Sign.
Increase
compared
to
TV
only
(95%)
Sign.
increase
compared
to
no
contact
(95%)
Sign.
decrease
compared
to
no
contact
(95%)
+13 pt +17 pt +18 pt

15. YouTube Confidential and Proprietary
Has comfortable
cars
Is a safe car Has high quality
cars
Has ecological cars AVERAGE Brand
values
20% 19% 19%
13%
30%30% 29%
22%
16%
38%38%
35%
31%
20%
42%
No Contact (n=221) TV Only (n=1130) TV+YouTube (n=383)
Mainly the combination of YouTube+TV lifts significantly
all values around Dacia cars
15Q: To what extent do you agree with the following statements about Dacia? (Top 2 BOX)
Sign.
Increase
compared
to
TV
only
(95%)
Sign.
increase
compared
to
no
contact
(95%)
Sign.
decrease
compared
to
no
contact
(95%)
+18 pt +16 pt +12 pt +7 pt +12 pt

16. YouTube Confidential and Proprietary
Cost per point reach is lowest for YouTube
16Cost per point reach (indexed against TV)
100
70

17. YouTube Confidential and Proprietary
50
60
70
80
90
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Reach TV only Reach TV+YouTube
Delivered
Reach
TV
only:
82%
17
Delivered
Reach
TV+YouTube:
86%
Cumulative Investment and Reach Increase
%
Investment
Reach
%
Same
reach
by
using
13%
less
of
media
budget
Adding YouTube to the campaign delivers the same
reach for 13% less investment
Op=mal
TV
reach:
from
around
75%
on,
digital
becomes
more
efficient
than
TV
to
add
reach

18. YouTube Confidential and Proprietary
1
YouTube
has
reached
17%
of
consumers
adding
4%
reach
to
the
TV
campaign,
8%
to
the
effec=ve
+3
TV
reach.
2
Combina=on
of
TV&YouTube
has
been
significantly
more
effec=ve
than
TV
only
in
liHing
spontaneous
awareness,
considera=on
and
brand
values
of
Dacia
3
13%
less
investment
was
needed
to
get
same
reach
by
adding
YouTube
to
the
TV
campaign
compared
to
geKng
this
reach
with
only
TV
Summary