Fox collaborated with YouTube on one of the biggest entertainment launches of all time: Avatar. YouTube and MetrixLab partnered to measure how the teaser trailers performed:
- Those exposed to the trailer had a lift of +17% in top of mind awareness and +25% in spontaneous awareness
- The campaign drove a 15% increase in intent to watch the movie
How did paid search help the U.K. food brand Flora associate its brand with family, cooking, and nutrition? This study found:
- Search is 10 times more efficient than TV in bolstering top of mind awareness.
- Sponsored search can help a value-based brand campaign resonate
- Supplementing a campaign with search can make other forms of media, like TV and radio, more efficient