Measuring the Impact of Online Advertising in Perrier's Cross-Media Campaign

In this case study, we teamed up with Mediametrie to test the effectiveness of Perrier's cross-media campaign. In doing so, we found that YouTube added 24% incremental impressions to people who weren't exposed to the TV campaign, and 74% YouTube impressions to people who were less exposed to the TV spot.

Goals
Evaluate Perrier's cross-media campaign
Measure the impact of online advertising
Approach
Google worked with Mediametrie to analyze campaign data
Tagged and captured impressions
Explored impressions through the Mediametrie/NetRatings panel
Results
YouTube helped to reach the hard-to-get audience
74% of YouTube impressions delivered to those less exposed to the TV campaign
Limited overlap between YouTube and non-YouTube web suggests that YouTube has different target

 

Google worked with Mediametrie to evaluate the impact of Perrier's crossmedia campaign.

Key findings:

  • YouTube helps reach the hard-to-get audience.
  • 24% of YouTube reach is incremental: these impressions are served to individuals who weren't exposed to the TV campaign.
  • 74% of YouTube contacts were delivered to those who were less exposed to the TV campaign.
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