Which is better for raising brand awareness: YouTube or TV? To find out, we took a look at the results of a multi-media campaign, including TV and YouTube, that Samsung ran for the launch of its 3D LED TV. We found that YouTube is up to five times more cost efficient than TV. However, both YouTube and TV had significant positive effects on awareness, and both were more effective when they were combined.

Goals

  • Raise awareness around the launch of Samsung's 3D LED TV
  • Determine effectiveness of cross-media advertising

Approach

  • Ran ads on YouTube and TV
  • Measured effects of both

Results

  • Of everyone exposed to the YouTube campaign, 33% had not seen the TV campaign
  • The campaign was successful at lifting awareness of Samsung's message and brand image
  • YouTube proved to be up to five times more cost efficient than TV for brand and ad awareness
Published
July 2010
Topics

In Spring 2010, Samsung ran a multi-media campaign, including TV and YouTube, for the launch of its 3D LED TV with the goal of raising awareness around the product. This MetrixLab study found:

  • 33% of those exposed to YouTube had no contact with the TV campaign
  • YouTube is up to 5 times more cost efficient than TV in raising brand and advertising awareness
  • 55% of those exposed reported being aware of the Samsung 3D LED TV (vs. 36% unexposed)

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