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

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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

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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

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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

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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

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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

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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.