YouTube Masthead ROI in Media Mix

Though TV ads still have the most reach, YouTube is a strong competitor. In fact, we found that you can get 15% effect with just 9% of your budget. That's compared to 85% effect with a whopping 91% of your budget for TV-but combining the two will give you the most bang for your buck.

Goals
Show how YouTube masthead ads complement TV
Prove YouTube and TV work together for the best results
Approach
Measure reach of TV and YouTube on Heineken drinkers
Results
While TV is the most effective media, YouTube mastheads are most efficient
TV affects most people but YouTube masthead offers a larger impact per contact
The highest impact occurs when TV and Masthead are combined

This study aimed to demonstrate the impact of TV and YouTube Masthead campaigns and identify synergies between the two media.

Key Findings:

  • While TV is the most effective media, YouTube mastheads are most efficient
  • Due to its high reach, TV affects most people; however, when corrected for level of investment, YouTube masthead offers a larger impact per contact
  • The highest impact occurs when TV and Masthead are combined. For almost all KPIs, the combined impact of media is higher than the individual medium

 

Evolution of TV: Insights for Advertisers, Programmers, and Distributors