Post on 08-May-2015
Google Confidential and Proprietary 1
Exploring engagement and branding on YouTube and TV
Google Confidential and Proprietary
Study Methodology and Objectives
2
YouTube partnered with two advertisers, Motorola (with Mindshare) & GM to:
1. Quantify user engagement on YouTube and television2. Measure the branding value of ads on YouTube and TV 3. Understand the combined impact of YouTube and TV advertising on brand
perceptions and consideration
Methodology
All samples were representative of both advertisers’ target audience (18-29 years)
YouTube partnered with two advertisers, Motorola (with Mindshare) & GM to:
1. Quantify user engagement on YouTube and television2. Measure the branding value of ads on YouTube and TV 3. Understand the combined impact of YouTube and TV advertising on brand
perceptions and consideration
Methodology
All samples were representative of both advertisers’ target audience (18-29 years)
Biometrics(48 people)
Eye tracking(24 people)
Depth interviews(48 people)
Online survey(1,800 people)
Google Confidential and Proprietary
Test Stimuli
3
TV Ad YouTube Ad Impression
sound)
YouTube Video Ad Click YouTube Viral Video
Hompagesilent autoroll
InVideo banner
Co
rsa
Mo
toro
la
Google Confidential and Proprietary
YouTube ads stand out and are noticed without interrupting the user experience
4
Eye-tracking shows that autoroll homepage ads become the hottest part of the homepage
InVideo ads appear on uncluttered watch pages and are closest to the viewing hotspot
Ads receive attention without annoying users: the majority of users say the ads on YouTube are non-obtrusive and do not interrupt the user experience.
"I really like it. You notice it but it doesn't get in the way, and if it was relevant to what I was watching then that would be even better” Male, 22, UK
Users spend 50% longer viewing the companion display banner than standard display ads*
* Compared to average ad dwell time measured in an Eyetools study, 2004.
Google Confidential and Proprietary
Users are 1.5x more attentive when browsing YouTube than when watching TV
5
Time (seconds)
Inte
nsi
ty (
atte
nti
on
)
Biometrics data* collected whilst respondents watched TV and browsed YouTube demonstrates:
• Attention levels are consistently higher - 1.5x overall - whilst browsing YouTube than when watching TV
• This confirms the value of YouTube as a lean forward platform, where consumers actively chose the content they watch
• In addition, across all tested ads, engagement on YouTube is amplified ~140% over TV
Source: Biometric data collected Sept 2008 in the UK. TV respondents were watching In Plain Sight a US FBI drama. Web respondents were surfing on YouTube
* Biometrics data measured: Heart rate Physical movement Respiratory rate Skin conductance
Google Confidential and Proprietary
Neutral engagement (55). A score above this line means the audience is engaged with the ad
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Source: Biometric data collected Sept 2008 in the UK. TV respondents were watching a 30” ad on YouTube and on TV
YouTube
Advertisers should make the most of the opportunity to capture users attention with engaging ads
The C’mons viral video also demonstrated very higher levels of engagement. Again, it was the only stimuli to shift brand favourability higher than control (6%).
The C’mons viral video also demonstrated very higher levels of engagement. Again, it was the only stimuli to shift brand favourability higher than control (6%).
The Motorola ‘David Elsewhere’ video was engaging overall, with engagement levels only drifting a little between 15” – 32” - before a change of scene re-engages the audience. The video was also the only stimuli to shift brand favourability – 6% higher than control
The Motorola ‘David Elsewhere’ video was engaging overall, with engagement levels only drifting a little between 15” – 32” - before a change of scene re-engages the audience. The video was also the only stimuli to shift brand favourability – 6% higher than control
YouTube
Google Confidential and Proprietary
• For both tested brands, watching an ad on YouTube alone significantly increased ad recall and attribution – up to 14% higher than watching the same ad on TV
• Ad recall and attribution lift from YouTube is driven by both brands’ core audiences;• GM: driven by females and infrequent TV viewers• Motorola: driven by males and 25 – 29 year olds
• Combining YouTube with TV lifts consideration by 5% for both GM Corsa & Motorola
7
YouTube is an effective medium for driving ad branding, recognition and consideration
Q When you (next) come to buy a car/phone which of these would be on your shortlist? (n=300 per cell)
% recognising and correctly attributing the ad
14%*7%*
* Significant uplift from TV
14%*15%*
% consider for next purchase
5%*
* Significant uplift from ControlQ When you (next) come to buy a car/phone which of these would be on your shortlist? (n=300 per cell)
7
5%*
Google Confidential and Proprietary
8Q. Looking at this list of phones, which would you say is… You can click on as many or as few brands as you wish. (n=300)
Combining YouTube with TV lifts perception of Motorola’s core brand attributes above TV alone
•For Motorola, the addition of YouTube ad impressions drives brand metrics up to 4x higher than TV alone. For GM Corsa, metrics are driven up to 3x higher • Advertisers can also take advantage of the YouTube brand halo effect to lift
attributes not communicated in the campaign
* Significant uplift from control
% a
ssocia
ting
attrib
ute
with
bra
nd
Motorola: indexed uplift in brand association with attribute (from control)
Ind
exe
d u
plif
t in
bra
nd
ass
oci
atio
n (
fro
m c
on
tro
l)
Google Confidential and Proprietary
• For GM, YouTube lifts some brand metrics, including 'not boring' and 'dynamic' significantly higher than TV– up to 8%• For Motorola, brand metrics are lifted up to 5% higher on YouTube than on TV
6% 6% 8% 5% 9% 6%
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Clicking to view a video ad on YouTube lifts brand metrics equal to or higher than TV
Q. Looking at this list of cars, which would you say is… You can click on as many or as few brands as you wish. (n=300)
GM Corsa: % associating brand with attribute
Uplift of TV + YT impression from Control (attributes with significant lift above TV circled)
% a
sso
cia
ting
att
ribu
te w
ith b
ran
d
* Significant uplift from control
Google Confidential and Proprietary
Summary and Implications
10
1Users are 1.5x more attentive on YouTube than TV and are more engaged (positively and negatively) with ads on YouTube. Advertisers can capitalise by using strong creative that tells a story.
2YouTube has a multiplier effect on TV advertising, lifting brand metrics even higher, and can shift perceptions of hard to reach audiences such as younger consumers and infrequent TV viewers.
3Advertising on YouTube also has a ‘halo’ effect, increasing brand perceptions such as innovative, not boring, and dynamic: a brand can attain these qualities without having to incorporate them into the campaign itself.
4 Adverts on YouTube are well integrated into the site and do not annoy consumers – yet they still manage to have strong cut-through, with high recall & attribution rates.