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Deepak Chandran

Head of YouTube Ads Research, Google APAC
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Zarak Khan

Regional Product Lead - Brand Measurement, Google APAC

1,2 Commissioned Nielsen Matched Panel Analysis for Google. Base = 57 YouTube campaigns measured during 2017–2020 (8 in Australia, 7 in India, 16 in Indonesia, 9 in Malaysia, 17 in Thailand). Count based on tested strategies with significant lift based on a one-sided 80% confidence interval. The average lift percentage and average return on ad spend is calculated as a straight average across studies. The ANCOVA methodology was used in all markets, except for seven studies in India, which used the time-based regression methodology to overcome data limitations.

3 Commissioned Nielsen MMM meta-analysis, 2016–2018. Base: A list of studies selected and compiled by Nielsen, consisting of all available CPG studies completed from 2016 to 2018 that contain YouTube, Other Digital, and TV results. This list includes 108 studies for India Brands across the Total CPG category. Incremental offline retail sales measured for TV represents the average across all TV broadcasters. ROI is Retail ROI, defined as total incremental sales divided by total media spend. The ROI numbers in the claim are spend-weighted averages across all studies for each channel.

4 Commissioned Nielsen MMM meta-analysis, 2016–2018. Base: A list of studies selected and compiled by Nielsen, consisting of all available CPG studies completed from 2017 to 2018 that contain YouTube, Other Digital, and TV results. This list includes 33 studies for Japan Brands across all CPG categories. Effectiveness is defined as total incremental sales per 1,000 impressions (in USD). Studies were excluded if either channel had fewer than 500 impressions.