Video / studies
48 hours of new video are posted online every minute, and 3 billion videos are viewed every day on YouTube alone. Couple all that with video’s engaged online community and you have an amazingly dynamic marketing platform.
The objective of this research was to evaluate YouTube as a means of effectively supplementing a heavyweight multi-media campaign, reaching light TV viewers and delivering awareness and image effects. The results show that even with massive investment in spot TV, advertising on YouTube can improve a campaign's effectiveness.
- Amongst those who had only been exposed to the campaign via YouTube, uplifts were achieved across KPIs.
- The YouTube campaign reached those exposed to the TV campaign fewer times than average, improving not only overall campaign reach but frequency levels amongst lighter TV viewers as well.
- YouTube activity combined with TV exposure resulted in significantly higher image scores, brand value scores and message comprehension.
A case study into the performance of Sony Ericsson’s YouTube campaign for their Xperia Play. This study could be of interest to you if you work in the telco sector, if you’re considering launching a YouTube campaign, or if you want to understand YouTube’s role in the media mix.
In this study we found:
- YouTube has a high impact on brand metrics and is cost effective
- Shifting 5-10% of the TV budget to YouTube would have seen a stronger brand effect and would be more efficient
- The combination of YouTube and TV has the strongest impact on major brand metrics