Google & MetrixLab: Samsung’s 3D LED TV Awareness Case Study

Posted by IAB Australia On June 20, 2012 Research & Resources

A YouTube homepage takeover can be a powerful thing — just ask Samsung, who used the page to advertise its 3D LED TV. According to this MetrixLab study, the strategy got big results, reaching 12% of Samsung’s target audience. When the ad was combined with a television campaign, the impact on awareness and image was even more potent.

Raise awareness around the launch of Samsung’s 3D LED TV
Determine effectiveness of cross-media advertising

Ran ads on YouTube and TV
Measured effects of both

Of everyone exposed to the YouTube campaign, 33% had not seen the TV campaign
The campaign was successful at lifting awareness of Samsung’s message and brand image
YouTube proved to be up to five times more cost efficient than TV for brand and ad awareness

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.