1. Source: Google/Ipsos research 2015, UK

2. Source: Google/eye square research 2015/2016, UK and Germany

3. Source: Ipsos/Google Research 2013 Desktop and Smartphone cells represent 2 exposures on that device Control data point plotted represents Desktop Control, Global

4. Source: Internal Google Data, based on 5,500 TrueView Brand Lift studies which ran between April and October 2015, Global. Confidence interval represents 95% CI

5. Google TrueView Brand Lift, Jul 2015 - Feb 2016, Global. Analysis considered two time periods to ensure consistency - July-Dec 2015 (90 studies for VTR, 48 studies for Ad Recall lift, 37 studies for Brand Awareness baseline) and Oct 2015 - Feb 2016 (corresponding study numbers were 122, 63 and 44).

6. TrueView Creative Guidelines, Google, June 2015, Global

7. Meta-analysis of YouTube and TV research studies conducted by Google in conjunction with Ipsos and GfK, Global