Video / studies

39% of smartphone shoppers use videos while researching and shopping. We partnered with Compete to understand the role of video in today's smartphone research process and purchase journey and found that as a direct result of viewing smartphone product videos:

• 64% of smartphone shoppers became interested in specific smartphone models
• 44% were introduced to smartphone brands not previously considered
• 36% heard about the smartphone product for the first time
• 51% looked for promotions or coupons on mobile
• 61% visited a store as a result of watching a product video

More than half of all tablet shoppers use videos while researching and shopping. We partnered with Compete to understand the role of video in the tablet research process and purchase journey and found:

• As a direct result of viewing tablet product videos, 71% became interested in specific tablet models and 56% were introduced to tablet brands not previously considered
• 72% of viewers said tablet videos were useful in the purchase process and 44% visited a store as a result of watching
• 80% of tablet shoppers are likely to watch videos again the next time they are shopping for tablets

42% of TV shoppers use videos while researching and shopping. We partnered with Compete to understand the role of video in today's TV research process and purchase journey and found:

• Of those that watch TV videos in the research process, 81% watch for more than 10 minutes
• As a direct result of viewing TV product videos, 59% became interested in specific TV models and 61% were introduced to TV brands not previously considered
• Mobile has a significant role in the process. After viewing a TV product video, 72% looked up a store’s location on their mobile phone. 57% researched and shopped on mobile device while in retail store

We partnered with Compete to understand the role of video in today's tech research process and purchase journey. We studied across TV, smartphone, and tablet shoppers and found the following behavior surfaced as a direct result of viewing product videos:

• Overall, 44% of technology shoppers used videos while researching and shopping, of which 81% watch for more than 10 minutes
• Among those who viewed tech product videos, 64% became interested in specific technology product models and 55% were introduced to brands not previously considered
• 72% looked up a store’s location on their mobile phone and 57% researched and shopped on mobile while in a retail store

Pre-roll video ads are playing an increasingly important role in online media plans, and many advertisers wonder how these newer formats compare with traditional TV ads. YouTube partnered with Ipsos on a study to understand how they complement or compete with one another:

• Among those exposed to the 15 second spot on both YouTube and TV combined, we found 2x better recall than TV alone, 1.5x better for those exposed to the 30 second spot
• 5 out of 6 advertisers saw ad recognition lift on the :15 spot for YouTube + TV over TV Alone, and 4 out of 6 advertisers saw lift on the :30 spot
• YouTube generally has the same impact on aided brand attribution as TV for both :15 and :30 ads