YouTube in the Media Mix
EMEA Market Insights
YouTube Confidential and Proprietary
YouTube Research Insights Summary
1. YouTube ads stand out
2. YouTube drives awareness and behaviour change
3. Attention on YouTube is higher than on TV
4. YouTube delivers incremental reach and drives sales
5. YouTube works in the Netherlands
YouTube ads stand out
Ads stand out on YouTube and are noticed
without interrupting the user experience
YouTube drives incremental
awareness and changes
behaviour
X-men is one of the biggest superhero franchises, and it
seems only fitting that we promote Wolverine with the biggest
YouTube takeover ever. We know fans will want to spread the
word and YouTube will give them the opportunity to do so.
Bettina Sherick, VP Marketing, 20th Century Fox
YouTube successfully drove huge lifts to
unaided awareness – up to 21%
Top of Mind and Spontaneous Awareness
+21%
+15%
51%
43%
+19%
+15%
39%
31%
28%
30%
20%
16%
TopTop
of Mind
of mind
Awareness
Spontaneous
Spontaneous
Awareness
of mind
Top Top
of Mind
Awareness
Top of mind awareness: Mentioned the Wolverine movie as their first answer.
Spontaneous awareness: All spontaneous answers (including top of mind).
Significant Difference (95%-Reliability)
Q: Which films are you aware of that are coming out at the cinema in the next few weeks?
UK: Exposed n=982, Unexposed n=1,337 ES: Exposed n=1,012, Unexposed n=1,097
Spontaneous
Spontaneous
Awareness
Exposed
Unexposed
It was equally successful across all
demographics
Unaided awareness (Top of Mind + Spontaneous)
<25 yrs
26-39 yrs
+15%
+22%
43%
+14%
40+ yrs (UK)
53%
29%
22%
36%
28%
22%
16%
Spontaneous
Spontaneous
Aware
13%
TopTOMA
of mind
Spontaneous
Spontaneous
Top
of mind
TOMA
Awareness
+20%
+23%
50%
+19%
+21%
60%
53%
Spontaneous
Awareness
+21%
45%
+17%
34%
38%
39%
30%
24%
30%
17%
19%
TopTOMA
of mind
37%
+16%
44%
30%
TopTOMA
of mind
+15%
+17%
Spontaneous
Aware
Spontaneous
UK: 26-39 n=512, 40+ n=300
TOMA
Top
of mind
ES: 26-39 n=489, 40+ n=207
Spontaneous
Spontaneous
Top
of mind
Spontaneous
TOMA
Spontaneous
Awareness
Awareness
Significant Difference (95%-Reliability)
Exposed
Unexposed
Following masthead exposure, 8% more
of the target audience stated intent to
watch the movie in the cinema
Total Audience
Male 16-25
+8%
+4%
43%
+2%
43%
49%
51%
45%
50%
43%
39%
UK
ES
UK
Desire to see movie in cinema includes selection of any of:
“I’ll see the film in opening week-end at cinema”
“I’ll see the film within the first week or so of being released at the cinema”
“I’ll see the film at the cinema eventually”
Significant Difference (95%-Reliability)
Q: Which of the following best describes how you intend to view the film X-Men Origins: Wolverine?
ES
Exposed
Unexposed
YouTube users are also highly likely to share content
35% of all respondents had shared a link
to an online movie trailer.
Nearly 50% of UK respondents had discussed
or shared information about the Wolverine film
5 weeks after release
46%
I have already discussed or shared
information about this film
35%
32%
18%
I have shared an online movie trailer for
Wolverine
21%
UK and ES
combined
65%
15%
I have already received information
from my friends about this film
14%
I intend to discuss or share information
about this film
6%
UK
ES
8%
Have shared a movie on YouTube
Have not shared a movie on YouTube
Q1: Have you ever shared a link for an online movie trailer before?
Q2: Would you discuss pass on or share information about X-Men Origins: Wolverine', specifically?
Attention on YouTube is higher
than on TV – and both have a
strong impact on campaign
metrics
Intensity (attention)
Users are 1.5x more attentive on YouTube than TV
Time (seconds)
* Biometrics data measured:
Heart rate
Physical movement
Respiratory rate
Skin conductance
Source: Biometric data collected Sept 2008 in the UK n=48). TV respondents were watching In Plain Sight a US FBI drama. Web respondents were surfing YouTube
Test set-up – same creatives on YouTube & TV
TV program with advertising break &
standard spots 20‘‘-30‘‘
TV-Program
Advertising
announcement
Advertising
announcement
TV-Program
YouTube Homepage Video Ad
YouTube Homepage Video Ad
Standard Autoroll
Masthead Format
Source: Research International / nurago 2009
Panel Study with n = 1.500 participants, Germany
OTTO – YouTube integration
For both formats sound playback
requires activiation per click
Standard Autoroll
Masthead
14
Source: Research International / nurago 2009
Panel Study with n = 1.500 participants, Germany
TV and the YouTube Masthead have a similar
impact
Unaided brand awareness after two advertising contacts
(Average uplift for five advertisers)
150
140
Index: Uplift from advertising
130
135
120
132
128
Uplift from
2 x Masthead
Uplift from
TV + Autoroll
121
110
100
90
100
80
70
60
50
40
30
20
10
0
Control Cell:
no advertising contact
Uplift from
2 x TV
Source: Research International / nurago 2009
Panel Study with n = 1.500 participants, Germany
Uplift from
2 x Autoroll
TV plus Autoroll has the strongest impact on
brand image
Uplift in Brand Image after two advertising contacts
(Average uplift for five advertisers, if creative impacted image attributes across all media)
120
Index: Uplift from advertising
110
100
90
102
105
Uplift from
2 x TV
Uplift from
2 x Autoroll
100
109
112
80
70
60
50
40
30
20
10
0
Control Cell:
no advertising contact
Source: Research International / nurago 2009
Panel Study with n = 1.500 participants, Germany
Uplift from
2 x Masthead
Uplift from
TV + Autoroll
Halo Effect YouTube for 10 image items
Advertised Brands benefit from YouTube‘s positive brand image.
Halo Effect can be shown for 6 out of 10 tested image dimensions.
Halo Effect YouTube
total Uplift from YouTube
additional uplift from Halo Effect
HALO-EFFECT
(Average for five advertisers)
Halo-Effect observed
„normal advertising impact“
YouTube potentially increases creative impact
Effect solely depends on the creative
no
HaloEffekt
17
likable
"for me"
authentic
Source: Research International / nurago 2009
Panel Study with n = 1.500 participants, Germany
credible
dynamic
fun
innovative
manifold
conservative
modern
YouTube has a stronger impact on purchase
intent than TV
Purchase Intent after two advertising contacts
(Average for test brands with effective creative)
Index: Uplift from advertising
120
110
100
90
113
115
115
Uplift from
2 x Autoroll
Uplift from
2 x Masthead
Uplift from
TV + Autoroll
103
100
80
70
60
50
40
30
20
10
0
Control Cell:
no advertising contact
Uplift from
2 x TV
Source: Research International / nurago 2009
Panel Study with n = 1.500 participants, Germany
Combining YouTube and TV boosts NPS more
than TV or YouTube alone
Recommendation behaviour (NPS) after two advertising contacts
(Average for test brands with effective creative)
130
Index: Uplift from advertising
120
123
110
100
90
102
100
106
113
80
70
60
50
40
30
20
10
0
Control Cell:
no advertising contact
Uplift from
2 x TV
Source: Research International / nurago 2009
Panel Study with n = 1.500 participants, Germany
Uplift from
2 x Autoroll
Uplift from
2 x Masthead
Uplift from
TV + Autoroll
YouTube delivers efficient campaign performance
2 x TV
2 x YT
2 x YT
Target Group:
Adults 14-49 yrs.
(Ad Break)
Ø Uplift in %*
+ 21%
+ 18%
+ 31%
CPM gross target group
29,58 €
4,60 €
10,77 €
TV: Ø 30‘‘ Prime Time 08 RTL, Pro7, Sat1
(Autoroll)
(Masthead)
TV plus YT
(Autoroll)
+ 27%
29,58 € + 4,60 €
Example: Reach 2 x 1.000 contacts on 2 different days
Media-Investment
required in €
59,15 €
9,19 €
21,54 €
34,17 €
Efficiency Index
(Basis 2xTV)
100
563
404
226
Food for thought
Net CPM?
OTS/day 2,04 OTS/day 2,04
Cost assumptions from media agency, YouTube
Source: Research International / nurago 2009
Panel Study with n = 1.500 participants, Germany
*Average for 5 brands
across metrics tested:
Net CPM / OTS
YouTube delivers incremental
reach and drives sales
YouTube adds incremental reach to TV
•
YouTube added 2.6% incremental reach for the spot. More than ¼ of all
users exposed on YouTube had no campaign contact on TV
2.6%
incremental reach
YouTube
TV-contact(s)
TV-campaign
reach:
55.8%
YouTube reach:
9.6%
YouTube
contact(s)
Source: GfK, Evaluation of cross-media campaign, Dec 2008; Web Efficiency Panel, Germany
27%
of all YouTube contacts
had no TV contact
Sales Uplift - Frequency
•
Sales impact of YouTube increases with growing contact frequency.
•
Gap to TV slightly increases with number of campaign contacts.
sales uplift (%)
40%
35%
28%
30%
30%
25%
25%
21%
15%
10%
10%
5%
24%
16%
20%
26%
21%
18%
14%
9%
0%
1
2
3
TV
4
YouTube
Source: GfK, Evaluation of cross-media campaign, Dec 2008; Web Efficiency Panel, Germany
5
6 or more
Number of contacts
(Short-term) Return On Investment
•
YouTube is more efficient than TV: Short-term ROI is higher and well
above industry benchmark for TV. Most efficient channel is Google
AdWords.
ROI (gross)*
2.0
1.91
1.8
1.6
1.4
1.2
1.0
0.8
0.6
TV industry 0.4
benchmark
CPG: 0.26 0.2
0.42
0.31
0.0
TV
YouTube
* gross ROI = incremental sales in relation to gross media spend
Source: GfK, Evaluation of cross-media campaign, Dec 2008; Web Efficiency Panel, Germany
AdWords
Sales Uplift - Media Interaction
•
YouTube and TV drive both drive sales at similar levels
sales uplift (%)
30%
25%
20%
15%
10%
10%
9%
5%
0%
YouTube
Source: GfK, Evaluation of cross-media campaign, Dec 2008; Web Efficiency Panel, Germany
TV
YouTube works in the
Netherlands!
27
Campaign ‘Jouw Heineken’
YouTube
% Campaign Reach
Search
YouTube
Online
TV
0%
20%
40%
60%
80%
100%
TV
Online
We conducted a Cross Media study including YouTube
Campaign
Online (Tagged)
N=300
Post Measure
5 days delay
TV (OTS calculation)
Search Experiment
0 - Measure
(Tagged)
N=5000
0 - Measure
Measure of Brand Metrics (and demographics and media consumption):
Awareness of Brand and Advertising, Purchase behavior and intention, Image etc
Search Experiment
Experiment creating exposed versus unexposed to paid Search
Post Measure
Measure of Brand Metrics and Creatives:
0-measure questions + recognition and evaluation of creatives
YouTube drives recognition and awareness
100
Recognition - YT ad
200
100
Recognition - YV Commercial
122
100
Top of mind awareness
112
Unexposed
Top of mind ad awareness
100
110
Awareness Jouw Heineken
100
108
Purchase Intent
100
106
0
20
40
60
80
100
120
YouTube
140
160
180
200
Significant increase of recognition of both TV and Youtube in the Youtube contact group
YouTube group = YouTube only + YT with low OTS TV
YouTube positively impacts brand metrics
Brand Image
100
Contemporary
115
100
Great
113
Unexposed
YouTube
100
Positive Energy
107
100
Shared Interests
113
90
95
100
105
Structurally increased score on almost every brand statement
YouTube group = YouTube only + YT with low OTS TV
110
115
YouTube has an incremental effect, even when TV
exposure is high
Top of Mind
Advertising
Awareness
Brand Image
Low YT
exposure
High YT
Exposure
Low TV
Exposure
100
101
High TV
Exposure
121
135
Low YT
exposure
High YT
Exposure
Low TV
Exposure
100
108
High TV
Exposure
105
117
Q&A