4. How We Ran the Study
2,400 persons 18-45 saw :15s & :30s video ads
TV TV
2 x :30 TV Spot 2 x YouTube :30 Preroll TV + YouTube :30
2 x :15 TV Spot 2 x YouTube :15 Preroll TV + YouTube :15
Lag
TV-Program YouTube Visit
TV Ad break x 6 ads 4 Videos / 3 Preroll
(3 test & 3 clutter) (3 test & 1 without)
End of session End of session Survey
4
5. Research Summary
YouTube & TV ads have similar viewing patterns and impacts on ad
breakthrough & brand metrics
1 2 3
Visual Hotspots Ad Breakthrough Brand Metrics
General viewing YouTube +TV ads YouTube and TV ads
patterns are combined provide provide similar lift
similar between the best lift in ad in brand recall and
YouTube In-stream recall. YouTube ads lower funnel metrics.
& TV ads. drive ad recall as
well or better than
TV ads alone.
5
6. Beginning Middle End Overall
TV
Visual Hotspots
Viewers focused on the same areas across TV & YouTube
6
8. Ad Breakthrough Summary
YouTube & TV ads combined drive the best ad recall
1 2 3
Unaided Ad Recall Prompted Ad Recall Brand Attribution
On average, YouTube and TV ads YouTube and TV ads
YouTube & TV combined provided provide similar lift
combined provided as good or better in brand
1.5 - 2x better prompted ad recall attribution.
recall than TV for all campaigns
alone. tested.
8
9. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV
35% 33%
31%
29%
30%
24% 24%
25% 23%
22%
21% 21%
20%
20% 18%
16% 16% 16%
14%
15%
12%
9%
10%
6%
5%
Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports
Agency Entertainment
2x Higher Ad Recall for YouTube+TV over TV Alone
Unaided Ad Recall - :15s
9
10. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV
34%
35% 33%
31% 31%
30%
27%
25%
25% 23% 23% 23% 23%
22%
21%
20% 20%
20%
14%
15%
12%
11%
9%
10%
5%
Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports
Agency Entertainment
1.5x Higher Ad Recall for YouTube+TV over TV Alone
Unaided Ad Recall - :30s
10
11. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV
95%
91%
90%
89%
90%
86%
85%
85% 82%
83% 83% 83%
82%
83%
80% 77%
76%
74% 74%
75% 73%
70%
65% 65%
65%
60%
Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports
Agency Entertainment
5 Out of 6 Advertisers Saw Ad Recognition Lift
for YouTube + TV Over TV Alone
Prompted Ad Recognition- :15s
11
12. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV
100% 98%
95% 93%
90% 90% 90%
90% 88%
87% 87%
86% 86% 86%
85% 82%
81%
80%
80% 78%
77%
75%
75%
70% 67%
65%
60%
Online Dating Site Automobile Travel Search Heath & Beauty Toilet Paper Sports
Engine Entertainment
4 Out of 6 Advertisers Saw Significant Ad
Recognition Lift for YouTube Over TV Alone
Prompted Ad Recognition- :30s
12
13. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV
100%
90%
82% 84%
80% 76%
68% 70%
67%
70% 64%
62%
60% 54% 56%
50%
47%
50% 44%
40%
40% 36%
31%
30% 23%
19%
20%
10%
Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports
Agency Entertainment
YouTube Generally Has the Same Impact on
Aided Brand Attribution as TV
Brand Attribution - :15s
13
14. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV
100%
90%
77%
80%
69% 70% 69% 68%
70% 65% 66%
63%
60% 58%
60% 56% 56%
53%
47% 47%
50%
40%
31%
30% 24%
21%
20%
10%
Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports
Agency Entertainment
YouTube Generally Has the Same Impact on
Aided Brand Attribution as TV
Brand Attribution - :30s
14
16. Brand Metrics Summary
For brand metrics, YouTube ads generally perform as well as TV ads
1 2
Greater Variability Creative Effects
Impact on brand metrics has The effects of specific
wider variability than ad creative may have a
recall metrics. greater impact on brand
metrics than on ad
breakthrough.
16
17. TV x 2 YT x 2 YT + TV
100%
98% 98%
98% 97% 97% 97% 97% 97%
96% 96% 96% 96% 96% 96%
96% 95%
94%
92%
92%
90%
90%
88%
88%
86%
84% 83%
82%
80%
Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports
Agency Entertainment
YouTube Generally Has the Same Impact on
Aided Brand Awareness as TV
Aided Brand Awareness- :15s
17
18. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV
100% 99%
98% 97% 97% 97% 97% 97%
96% 96% 96%
96% 95% 95%
94% 94%
94% 93% 93%
92%
92% 91%
90% 89%
88%
86%
84%
82%
80%
Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports
Agency Entertainment
YouTube Generally Has the Same Impact on
Aided Brand Awareness as TV
Aided Brand Awareness- :30s
18
19. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV
70% 66% 66%
59%
60% 56% 56%
51% 52%
50% 46% 46%
41% 40% 40%
38% 39% 38%
40% 35% 34%
30%
20% 17%
10%
Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports
Agency Entertainment
YouTube Generally Has the Same Impact on
Brand Favorability as TV
Brand Favorability- :15s
19
20. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV
70%
63% 64%
61% 61% 61%
60% 55%
50%
50% 46% 45%
44%
38% 38%
40% 35% 36% 35%
34%
32%
30% 27%
20%
10%
Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports
Agency Entertainment
YouTube Generally Has the Same Impact on
Brand Favorability as TV
Brand Favorability- :30s
20
21. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV
60%
55% 55%
55% 53%
52% 52% 52%
51%
50% 50%
50% 48% 48%
45%
41%
40%
40% 37%
36% 36%
34%
35%
30% 27%
25%
20%
Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports
Agency Entertainment
YouTube Generally Has the Same Impact on
Consideration as TV
Consideration - :15s
21
22. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV
60%
56%
55%
55% 53% 53%
51% 51% 51%
50%
50% 48%
46%
45% 45%
45%
41%
40% 40%
40% 38%
37%
35%
31%
30%
25%
20%
Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports
Agency Entertainment
YouTube Generally Has the Same Impact on
Consideration as TV
Consideration - :30s
22
23. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV
50% 47%
45% 43%
42%
41%
40%
39%
40% 38% 38%
37%
35% 33% 33%
32%
29%
30% 28% 28%
27%
26%
25%
20%
15%
15%
10%
Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports
Agency Entertainment
YouTube Generally Has the Same Impact on
Recommendation as TV
Recommendation - :15s
23
24. significant difference vs. TV at 90%. TV x 2 YT x 2 YT + TV
50%
45%
45% 42%
41%
40%
39%
40% 38%
35%
34% 34%
35% 33% 33%
30%
29%
30% 28% 28%
25%
24% 24%
25%
20%
15%
10%
Online Dating Site Automobile Online Travel Heath & Beauty Toilet Paper Sports
Agency Entertainment
YouTube Generally Has the Same Impact on
Recommendation as TV
Recommendation - :30s
24
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