According to research from OMD Sweden, in order to optimize ROI an advertiser should devote 10% of a campaign's total media budget to YouTube. On average, this measure improves campaign profitability by 7%. What's more, when YouTube is added to the media mix, ad awareness increases by an average of 28% and observation improves by an average of 23%. Observation has a positive impact on liking, which in turn leads to action.