Video planning: Getting the biggest brand lift for your budget

To help advertisers and agencies tackle some of the issues they face in planning media for today’s complex environment, we undertook research that aimed to discover whether the combined impact of advertising on TV and YouTube was greater than advertising on TV alone.

The research ran across 11 countries. In each country respondents were randomly allocated to exposure groups. With our research spanning a total of 90 ads, one group was given two exposures on TV, while the other had one exposure on YouTube and one on TV. The YouTube exposure included both skippable and non-skippable ads on both desktop and mobile.


Following the exposures, all of the respondents completed a Brand Lift survey. We compared the results and uncovered interesting insights.

  • For both skippable and non-skippable ads, we saw significantly higher ad recall and higher brand awareness from one exposure on YouTube and one exposure on TV than on two exposures on TV.
  • Combining TV with non-skippable YouTube pre-rolls delivered better performance in terms of unaided ad recall and unaided brand awareness than TV alone.
  • Combining TV with skippable YouTube pre-rolls delivered better performance in terms of top of mind ad recall, unaided ad recall, top of mind brand awareness and unaided brand awareness than TV alone

The bottom line? The research shows that brand lift increases when you use TV in combination with YouTube as compared to TV on its own. 

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