Reach Target Consumers / studies
Marketers need to know how to balance scale with precision – how to get in front of as many of the right customers as possible while still making effective use of their marketing dollars.
In this study, Google works with Danone and Havas to measure the impact of YouTube and TV during a Danacol ad campaign.
- The YouTube campaign has proven to be effective even with massive TV coverage and even among older target, such as Danacol's.
- YouTube has been a great complement to TV by reaching consumers with low or non TV exposure, 1 Million of the target audience.
- The YouTube campaign was very cost-efficient both in building reach, and in improving the brand image.
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
This study will help you understand more about how consumers in Spain research new automobile purchases online.
- The most important sources for researching a new car are dealerships, search engines and friends and family.
- The use of online sources has grown significantly since 2009.
- Online videos play an increasingly important role; over half of car buyers use them (and three quarters say they have a positive impact).
- Thanks to the proliferation of smartphones, mobile devices are becoming an important way for car buyers to conduct research.