The objective of this research was to evaluate YouTube as a means of effectively supplementing a heavyweight multi-media campaign, reaching light TV viewers and delivering awareness and image effects. The results show that even with massive investment in spot TV, advertising on YouTube can improve a campaign’s effectiveness.
Key Findings:
- Amongst those who had only been exposed to the campaign via YouTube, uplifts were achieved across KPIs
- The YouTube campaign reached those exposed to the TV campaign fewer times than average, improving not only overall campaign reach but frequency levels amongst lighter TV viewers as well
- YouTube activity combined with TV exposure resulted in significantly higher image scores, brand value scores and message comprehension
