YouTube y Television

YouTube Research:
TV & In-stream Effectiveness
YouTube/Ipsos
Nov 2011

Brands produce video ads for their
emotional impact

How do these formats
compare and complement
each other ?
2

How We Ran the Study
2,400 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 Survey

4

Research Summary
YouTube & TV ads have similar viewing patterns and impacts on ad
breakthrough & 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

Beginning Middle End Overall

TV

Visual Hotspots
Viewers focused on the same areas across TV & YouTube

6

Ad Breakthrough Summary
YouTube & 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

significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV

35% 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 Entertainment

2x Higher Ad Recall for YouTube+TV over TV Alone
Unaided Ad Recall - :15s

9


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%

1.5x Higher Ad Recall for YouTube+TV over TV Alone
Unaided Ad Recall - :30s

10


95%
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%

5 Out of 6 Advertisers Saw Ad Recognition Lift
for YouTube + TV Over TV Alone
Prompted Ad Recognition- :15s

11


100% 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


100%
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%

YouTube Generally Has the Same Impact on
Aided Brand Attribution as TV
Brand Attribution - :15s

13


100%
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%

Aided Brand Attribution as TV
Brand Attribution - :30s

14

Brand Metrics Summary
For 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

TV x 2 YT x 2 YT + TV

100%
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%

Aided Brand Awareness as TV
Aided Brand Awareness- :15s

17


100% 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%

Aided Brand Awareness as TV
Aided Brand Awareness- :30s

18


70% 66% 66%

59%
60% 56% 56%
51% 52%
50% 46% 46%
41% 40% 40%
38% 39% 38%
40% 35% 34%

30%

20% 17%

10%

Brand Favorability as TV
Brand Favorability- :15s

19


70%
63% 64%
61% 61% 61%
60% 55%
50%
50% 46% 45%
44%

38% 38%
40% 35% 36% 35%
34%
32%
30% 27%

20%

10%

Brand Favorability as TV
Brand Favorability- :30s

20


60%
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%

Consideration as TV
Consideration - :15s

21


60%
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%

Consideration as TV
Consideration - :30s

22


50% 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%

Recommendation as TV
Recommendation - :15s

23


50%
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%

Recommendation as TV
Recommendation - :30s

24

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www.thinkwithgoogle.com/insights

YouTube y Television

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