1. How YouTube
and TV can Work
Together to Build
Brands
June 2011
Background Campaign Share Incremental Net
Information of Investment Reach of YouTube
Coca Cola asked Millward Brown to 1 in 4 of those exposed to YouTube
evaluate what contribution all media had no contact with the TV campaign.
utilised in their campaign were having on
the brand’s key performance indicators. Other
Other
Media
Media
21%
In addition it was important to the client 21%
4%
to understand how the YouTube activity TV
TV TV Ads
TVReach
Ads
YouTube
YouTube
54% Ads Reach
impacted the brand and how efficiently 54% Reach
73% Ads Reach
9%
Other 73% 9%
Digital
in comparison to TV. Digital
21%
21%
The campaign was heavyweight and ran
2.3%
2.3%
across multiple media types including incremental reach
incremental reach
through YouTube
through YouTube
TV, radio, print, digital etc.
Methodology The YouTube Effect
CrossMedia Research™. YouTube and TV generates 74.1% reach.
To achieve the same reach with TV only, Coca Cola would have to spend an extra €200k.
Modelling based approach used to
measure campaign impact on brand
80
consideration and communication
objectives.
75 Delivered Reach : 74.1%
Identifies the campaign effects on the
+ €200k
brand, while controlling for variation
70
in predisposition amongst our sample TV and YouTube plan To achieve the
Reach %
TV spend 1.78m, YouTube same reach with
due to underlying brand/category spend 0.13m a TV only plan
65
involvements and ongoing influences. Total 1.91m TV spend 2.11m
Target via a nationally representative
60
online panel.
TV &
55
TV Only
50
1.0 1.50 1.75 2.0 2.25 2.5
Simulated Spend €

2. YouTube is particularly strong at fostering engagement with Coca Cola
YouTube
Youtube
768
66% 1. 3.
66% of those surveyed agreed with the
What was the level of the ‘Is for Indexed against TV, what
What was brand
someone like me’ image statement?
image statement ‘Is for someone like me’ was theper
impact brand impact per
€250k spend
€250k spend?
333
100 62
‘Is for someone like me’
Is me 2. TV Radio Press
What drove the
image statement?
7% media uplift?
3.6% YouTube
7%
3% 93%
97% 0.6% Press
Media Uplift Latent
Predisposition
Of this 66%, 3% was
7% 2.8% TV
driven by the campaign
Summary The YouTube Effect
and Conclusions Given its very limited investment within the total mix it is highly cost efficient
• YouTube delivers incremental net reach
over TV and is an effective way of reaching 8.0
the core audience
7.0
• YouTube is a cost efficient way
of extending the reach and impact 6.0
of the campaign on key brand KPIs
Media Uplift (%)
5.0
350 GRPs
+ €1.87m
• YouTube is significantly more cost
4.0
efficient than TV
• This is because it delivers a greater 3.0 TV and YouTube plan To achieve the
TV spend 1.78m, same reach with
effect at a lower frequency than TV YouTube spend 0.13m a TV only plan
2.0 Total 1.91m TV spend 3.78m
TV &
1.0 TV Only
0.0
200 400 600 800 1000 1200 1400 1600
GRPs