Google: Using YouTube to Boost Ad Effectiveness

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

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

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.