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YouTube Research: TV & In-stream Effectiveness YouTube/Ipsos Nov 2011
2
How do these formats compare and complement
each other ?
Brands produce video ads for their emotional impact
3
4
2,400 persons 18-45 saw :15s & :30s video ads How We Ran the Study
TV
2 x :30 TV Spot 2 x YouTube :30 Preroll TV + YouTube :30
2 x YouTube :15 Preroll TV + YouTube :15 2 x :15 TV Spot
YouTube Visit
End of session
4 Videos / 3 Preroll (3 test & 1 without)
TV-Program
Ad break x 6 ads (3 test & 3 clutter)
End of session
Lag
TV
Survey
TV
5
YouTube & TV ads have similar viewing patterns and impacts on ad breakthrough & brand metrics
Research Summary
1 Visual Hotspots General viewing patterns are similar between YouTube In-stream & TV ads.
2 3 Ad Breakthrough YouTube +TV ads combined provide the best lift in ad recall. YouTube ads drive ad recall as well or better than TV ads alone.
Brand Metrics YouTube and TV ads provide similar lift in brand recall and lower funnel metrics.
6
Viewers focused on the same areas across TV & YouTube Visual Hotspots
Overall End Middle Beginning
TV
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Ad Breakthrough
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YouTube & TV ads combined drive the best ad recall Ad Breakthrough Summary
1 Unaided Ad Recall On average, YouTube & TV combined provided 1.5 - 2x better recall than TV alone.
2 3 Prompted Ad Recall YouTube and TV ads combined provided as good or better prompted ad recall for all campaigns tested.
Brand Attribution YouTube and TV ads provide similar lift in brand attribution.
9
6%
16%
21%
14%
18%
12%
21%
16%
24%
20% 22%
9%
23%
31% 33%
29%
24%
16%
5%
10%
15%
20%
25%
30%
35%
Online Dating Site Automobile Online Travel Agency
Heath & Beauty Toilet Paper Sports Entertainment
TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.
Unaided Ad Recall - :15s 2x Higher Ad Recall for YouTube+TV over TV Alone
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Unaided Ad Recall - :30s 1.5x Higher Ad Recall for YouTube+TV over TV Alone
20%
14%
23% 21%
23%
12%
23% 22%
25% 23%
20%
9%
34%
31% 31% 33%
27%
11%
5%
10%
15%
20%
25%
30%
35%
Online Dating Site Automobile Online Travel Agency
Heath & Beauty Toilet Paper Sports Entertainment
TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.
11
Prompted Ad Recognition- :15s
5 Out of 6 Advertisers Saw Ad Recognition Lift for YouTube + TV Over TV Alone
65% 65%
83%
74% 74%
82% 82%
73%
89%
83%
77%
83% 85%
76%
90%
86%
83%
91%
60%
65%
70%
75%
80%
85%
90%
95%
Online Dating Site Automobile Online Travel Agency
Heath & Beauty Toilet Paper Sports Entertainment
TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.
12
Prompted Ad Recognition- :30s
4 Out of 6 Advertisers Saw Significant Ad Recognition Lift for YouTube Over TV Alone
81%
67%
87%
82%
86%
78%
88%
75%
90% 90% 90%
86% 87%
77%
98%
93%
86%
80%
60%
65%
70%
75%
80%
85%
90%
95%
100%
Online Dating Site Automobile Travel Search Engine
Heath & Beauty Toilet Paper Sports Entertainment
TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.
13
Brand Attribution - :15s
YouTube Generally Has the Same Impact on Aided Brand Attribution as TV
54%
23%
76%
50% 44%
68% 62%
19%
82%
47%
36%
64% 67%
31%
84%
56%
40%
70%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Online Dating Site Automobile Online Travel Agency
Heath & Beauty Toilet Paper Sports Entertainment
TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.
14
Brand Attribution - :30s
YouTube Generally Has the Same Impact on Aided Brand Attribution as TV
69%
24%
63%
47%
65% 60%
70%
21%
56%
47%
56%
68%
77%
31%
69%
53%
66%
58%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Online Dating Site Automobile Online Travel Agency
Heath & Beauty Toilet Paper Sports Entertainment
TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.
15
Brand Metrics
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For brand metrics, YouTube ads generally perform as well as TV ads Brand Metrics Summary
1 Greater Variability Impact on brand metrics has wider variability than ad recall metrics.
2 Creative Effects The effects of specific creative may have a greater impact on brand metrics than on ad breakthrough.
17
Aided Brand Awareness- :15s
YouTube Generally Has the Same Impact on Aided Brand Awareness as TV
97% 96% 96%
98% 97%
88%
97%
92%
96% 97%
96%
83%
95%
97% 96%
98%
96%
90%
80% 82% 84% 86% 88% 90% 92% 94% 96% 98%
100%
Online Dating Site Automobile Online Travel Agency
Heath & Beauty Toilet Paper Sports Entertainment
TV x 2 YT x 2 YT + TV
18
Aided Brand Awareness- :30s
YouTube Generally Has the Same Impact on Aided Brand Awareness as TV
97%
93%
96% 97%
94%
89%
95%
97%
94%
97%
95%
92%
96%
93%
97%
99%
96%
91%
80% 82% 84% 86% 88% 90% 92% 94% 96% 98%
100%
Online Dating Site Automobile Online Travel Agency
Heath & Beauty Toilet Paper Sports Entertainment
TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.
19
Brand Favorability- :15s
YouTube Generally Has the Same Impact on Brand Favorability as TV
17%
51%
41%
52% 56%
39% 35%
38% 40%
59%
66%
38% 34%
46%
40%
66%
56%
46%
10%
20%
30%
40%
50%
60%
70%
Online Dating Site Automobile Online Travel Agency
Heath & Beauty Toilet Paper Sports Entertainment
TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.
20
Brand Favorability- :30s
YouTube Generally Has the Same Impact on Brand Favorability as TV
27%
38%
44%
55%
63%
35% 34%
46%
38%
61% 64%
36% 32%
50%
45%
61% 61%
35%
10%
20%
30%
40%
50%
60%
70%
Online Dating Site Automobile Online Travel Agency
Heath & Beauty Toilet Paper Sports Entertainment
TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.
21
Consideration - :15s
YouTube Generally Has the Same Impact on Consideration as TV
27%
36%
53%
41%
52%
48%
34% 37%
55%
48%
55% 52%
40%
36%
52% 50% 50% 51%
20%
25%
30%
35%
40%
45%
50%
55%
60%
Online Dating Site Automobile Online Travel Agency
Heath & Beauty Toilet Paper Sports Entertainment
TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.
22
Consideration - :30s
YouTube Generally Has the Same Impact on Consideration as TV
37%
31%
56%
45%
53% 50%
38% 41%
46% 48%
53% 51%
40% 40%
51% 51%
55%
45%
20%
25%
30%
35%
40%
45%
50%
55%
60%
Online Dating Site Automobile Online Travel Agency
Heath & Beauty Toilet Paper Sports Entertainment
TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.
23
Recommendation - :15s
YouTube Generally Has the Same Impact on Recommendation as TV
15%
40% 38% 39%
37%
33%
28% 28% 29%
42% 43%
32%
27%
33%
26%
47%
38% 41%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Online Dating Site Automobile Online Travel Agency
Heath & Beauty Toilet Paper Sports Entertainment
TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.
24
Recommendation - :30s
YouTube Generally Has the Same Impact on Recommendation as TV
24% 25%
34%
38%
42%
33%
24%
35%
29%
40% 41%
33%
28%
34%
30%
45%
39%
28%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Online Dating Site Automobile Online Travel Agency
Heath & Beauty Toilet Paper Sports Entertainment
TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.
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