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YouTube campaigns that use intent-based targeting on mobile devices have 20% higher ad recall lift compared to campaigns that only use demographic targeting.

Google Brand Lift Targeting Analysis October 2016 - March 2017, Global, Smartphone, numbers shown represent relative difference between additive lifts of intent targeted and demo targeted campaigns.

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The key to attention-grabbing video ads? How they’re served, not just what’s in them

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People who saw the U.S. Navy's YouTube ads two or more times were 16% more likely to consider joining the organization.
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People who saw the U.S. Navy's YouTube ads at least twice were 19% more likely to search for U.S. Navy keywords on YouTube within three days.
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1.5 X

Prospective online university students who have submitted an information request form do 1.5X as much digital research as prospective students who have yet to fill out a form.
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80%

of prospective students who planned to attend an online university said watching an online video influenced their application.
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Prospective online university students were significantly more likely to say they felt confident, excited, or enthusiastic after watching program-specific or brand videos — and after enrollment.
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86%

of U.S. viewers say they often use YouTube to learn new things.
2and2/Google