YouTube y Television

YouTube Research: TV & In-stream Effectiveness YouTube/Ipsos Nov 2011

2

How do these formats compare and complement

each other ?

Brands produce video ads for their emotional impact

3

4

2,400 persons 18-45 saw :15s & :30s video ads How We Ran the Study

TV

2 x :30 TV Spot 2 x YouTube :30 Preroll TV + YouTube :30

2 x YouTube :15 Preroll TV + YouTube :15 2 x :15 TV Spot

YouTube Visit

End of session

4 Videos / 3 Preroll (3 test & 1 without)

TV-Program

Ad break x 6 ads (3 test & 3 clutter)

End of session

Lag

TV

Survey

TV

5

YouTube & TV ads have similar viewing patterns and impacts on ad breakthrough & brand metrics

Research Summary

1 Visual Hotspots General viewing patterns are similar between YouTube In-stream & TV ads.

2 3 Ad Breakthrough YouTube +TV ads combined provide the best lift in ad recall. YouTube ads drive ad recall as well or better than TV ads alone.

Brand Metrics YouTube and TV ads provide similar lift in brand recall and lower funnel metrics.

6

Viewers focused on the same areas across TV & YouTube Visual Hotspots

Overall End Middle Beginning

TV

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Ad Breakthrough

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YouTube & TV ads combined drive the best ad recall Ad Breakthrough Summary

1 Unaided Ad Recall On average, YouTube & TV combined provided 1.5 - 2x better recall than TV alone.

2 3 Prompted Ad Recall YouTube and TV ads combined provided as good or better prompted ad recall for all campaigns tested.

Brand Attribution YouTube and TV ads provide similar lift in brand attribution.

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6%

16%

21%

14%

18%

12%

21%

16%

24%

20% 22%

9%

23%

31% 33%

29%

24%

16%

5%

10%

15%

20%

25%

30%

35%

Online Dating Site Automobile Online Travel Agency

Heath & Beauty Toilet Paper Sports Entertainment

TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.

Unaided Ad Recall - :15s 2x Higher Ad Recall for YouTube+TV over TV Alone

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Unaided Ad Recall - :30s 1.5x Higher Ad Recall for YouTube+TV over TV Alone

20%

14%

23% 21%

23%

12%

23% 22%

25% 23%

20%

9%

34%

31% 31% 33%

27%

11%

5%

10%

15%

20%

25%

30%

35%

Online Dating Site Automobile Online Travel Agency

Heath & Beauty Toilet Paper Sports Entertainment

TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.

11

Prompted Ad Recognition- :15s

5 Out of 6 Advertisers Saw Ad Recognition Lift for YouTube + TV Over TV Alone

65% 65%

83%

74% 74%

82% 82%

73%

89%

83%

77%

83% 85%

76%

90%

86%

83%

91%

60%

65%

70%

75%

80%

85%

90%

95%

Online Dating Site Automobile Online Travel Agency

Heath & Beauty Toilet Paper Sports Entertainment

TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.

12

Prompted Ad Recognition- :30s

4 Out of 6 Advertisers Saw Significant Ad Recognition Lift for YouTube Over TV Alone

81%

67%

87%

82%

86%

78%

88%

75%

90% 90% 90%

86% 87%

77%

98%

93%

86%

80%

60%

65%

70%

75%

80%

85%

90%

95%

100%

Online Dating Site Automobile Travel Search Engine

Heath & Beauty Toilet Paper Sports Entertainment

TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.

13

Brand Attribution - :15s

YouTube Generally Has the Same Impact on Aided Brand Attribution as TV

54%

23%

76%

50% 44%

68% 62%

19%

82%

47%

36%

64% 67%

31%

84%

56%

40%

70%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Online Dating Site Automobile Online Travel Agency

Heath & Beauty Toilet Paper Sports Entertainment

TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.

14

Brand Attribution - :30s

YouTube Generally Has the Same Impact on Aided Brand Attribution as TV

69%

24%

63%

47%

65% 60%

70%

21%

56%

47%

56%

68%

77%

31%

69%

53%

66%

58%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Online Dating Site Automobile Online Travel Agency

Heath & Beauty Toilet Paper Sports Entertainment

TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.

15

Brand Metrics

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For brand metrics, YouTube ads generally perform as well as TV ads Brand Metrics Summary

1 Greater Variability Impact on brand metrics has wider variability than ad recall metrics.

2 Creative Effects The effects of specific creative may have a greater impact on brand metrics than on ad breakthrough.

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Aided Brand Awareness- :15s

YouTube Generally Has the Same Impact on Aided Brand Awareness as TV

97% 96% 96%

98% 97%

88%

97%

92%

96% 97%

96%

83%

95%

97% 96%

98%

96%

90%

80% 82% 84% 86% 88% 90% 92% 94% 96% 98%

100%

Online Dating Site Automobile Online Travel Agency

Heath & Beauty Toilet Paper Sports Entertainment

TV x 2 YT x 2 YT + TV

18

Aided Brand Awareness- :30s

YouTube Generally Has the Same Impact on Aided Brand Awareness as TV

97%

93%

96% 97%

94%

89%

95%

97%

94%

97%

95%

92%

96%

93%

97%

99%

96%

91%

80% 82% 84% 86% 88% 90% 92% 94% 96% 98%

100%

Online Dating Site Automobile Online Travel Agency

Heath & Beauty Toilet Paper Sports Entertainment

TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.

19

Brand Favorability- :15s

YouTube Generally Has the Same Impact on Brand Favorability as TV

17%

51%

41%

52% 56%

39% 35%

38% 40%

59%

66%

38% 34%

46%

40%

66%

56%

46%

10%

20%

30%

40%

50%

60%

70%

Online Dating Site Automobile Online Travel Agency

Heath & Beauty Toilet Paper Sports Entertainment

TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.

20

Brand Favorability- :30s

YouTube Generally Has the Same Impact on Brand Favorability as TV

27%

38%

44%

55%

63%

35% 34%

46%

38%

61% 64%

36% 32%

50%

45%

61% 61%

35%

10%

20%

30%

40%

50%

60%

70%

Online Dating Site Automobile Online Travel Agency

Heath & Beauty Toilet Paper Sports Entertainment

TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.

21

Consideration - :15s

YouTube Generally Has the Same Impact on Consideration as TV

27%

36%

53%

41%

52%

48%

34% 37%

55%

48%

55% 52%

40%

36%

52% 50% 50% 51%

20%

25%

30%

35%

40%

45%

50%

55%

60%

Online Dating Site Automobile Online Travel Agency

Heath & Beauty Toilet Paper Sports Entertainment

TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.

22

Consideration - :30s

YouTube Generally Has the Same Impact on Consideration as TV

37%

31%

56%

45%

53% 50%

38% 41%

46% 48%

53% 51%

40% 40%

51% 51%

55%

45%

20%

25%

30%

35%

40%

45%

50%

55%

60%

Online Dating Site Automobile Online Travel Agency

Heath & Beauty Toilet Paper Sports Entertainment

TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.

23

Recommendation - :15s

YouTube Generally Has the Same Impact on Recommendation as TV

15%

40% 38% 39%

37%

33%

28% 28% 29%

42% 43%

32%

27%

33%

26%

47%

38% 41%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Online Dating Site Automobile Online Travel Agency

Heath & Beauty Toilet Paper Sports Entertainment

TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.

24

Recommendation - :30s

YouTube Generally Has the Same Impact on Recommendation as TV

24% 25%

34%

38%

42%

33%

24%

35%

29%

40% 41%

33%

28%

34%

30%

45%

39%

28%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Online Dating Site Automobile Online Travel Agency

Heath & Beauty Toilet Paper Sports Entertainment

TV x 2 YT x 2 YT + TV significant difference vs. TV at 90%.

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