A cross-media campaign to raise Samsung awareness

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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.

Approach
Ran ads on YouTube and TV
Measured effects of both
Goals
Raise awareness around the launch of Samsung's 3D LED TV
Determine effectiveness of cross-media advertising
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

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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