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The Impact of YouTube Homepages On Brand EngagementGoogle/CompeteU.S., December 2010
Google Confidential and Proprietary 2
Study Objectives
• Objectives
– Quantify the role of homepage media in generating brand engagement
– Determine the impact ad format has on engagement
– Determine the role frequency has on increased user engagement
– Provide insights by vertical and ad format
– Assess the set of demographics that are most apt to take action in aggregate and by vertical
Google Confidential and Proprietary 3
Methodology
• 301 Homepage Campaigns Analyzed
• Exposed Consumers
– Consumers who visited YouTube homepage on the day(s) advertiser ran campaign
• Control Consumers
– Consumers who visit the YouTube homepage the 7 days prior to the campaign date but not on the campaign date
• Test/Control Comparison
– Identifies impact of ad exposure on online behavior
• Activity Period
– All activities are measured on the day of the campaign
Homepage Impact Findings
Google Confidential and Proprietary
Key Takeaways: Homepage Campaigns
• Homepage advertising on YouTube drives a significant increase in engagement with the advertiser’s brand– Exposed consumers are 4X more likely to visit the advertiser site, search
for the brand or watch the company’s videos on YouTube
• Incremental investment in Masthead ad format drives twice the impact– Masthead campaigns drive a 4X lift in engagement compared to 2X for
standard video ads
• Impact of YouTube homepage campaigns increases with more ad impressions– Consumers who see the ad 2 or 3 times are twice as likely to interact with
the advertiser’s brand post exposure compared to those who see the ad once
• Entertainment campaigns achieve the strongest lifts activity outside of YouTube (brand search on search engines and site visitation)
5
Google Confidential and Proprietary
0.64%
0.09% 0.07%
0.21%
0.08%0.12%
0.02% 0.01% 0.04% 0.04%0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
0.60%
0.70%
Any Engaged Activity Brand Query on YouTube
Video Watch on YouTube
Same day visit to Advertiser Site
Brand Query on Search Engine
Exposed Activity Rate Control Activity Rate
• Consumers who see an advertiser’s ad on the YouTube homepage are 437% more likely to engage in a key brand activity on the same day than those who did not see the ad
Exposed Consumers Are 5X More Engaged
6
Lift in Exposed Behavior for YouTube Homepage Campaigns(Median Exposed/Control Rates of 301 campaigns, June 2008 – Nov 2010)
Lift of 437% Lift of 416% Lift of 450% Lift of 451% Lift of 116%
Source:
Google Confidential and Proprietary
0.11%
0.73%
1.27%
2.24%
3.81%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
4.5%
Control 1 Impression 2-3 Impressions 4-6 Impressions 7+ Impressions
Frequency Drives High Rates of Engagement
7
Overall Engagement with Advertiser by Impression Frequency(Median Exposed Activity Rate of 50 campaigns,
January 2010- November 2010)
Read as: 3.8% of consumers who are exposed to the YouTube homepage campaign 7 or more times perform at
least one of the key activities measured
• Frequency of exposure to the homepage ad unit is highly correlated with brand engagement. Consumers are 6X more likely to conduct an activity after just one exposure vs. the control and 22X more likely after 4-6 impressions
Source:
Google Confidential and Proprietary
Frequency Drives Greater Viewthrough
8
Advertiser Site Visitation by Impression Frequency(Median Exposed Activity Rate of 50 campaigns
January 2010- November 2010)
• Frequency of exposure to the homepage ad unit drives a strong lift in advertiser site visitation after 2 or more exposures.
0.05%
0.22%
0.42% 0.45%
0.85%
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
Control 1 Impression 2-3 Impressions 4-6 Impressions 7+ ImpressionsSource:
Google Confidential and Proprietary
Mastheads Are 2X More Effective
9
YouTube Homepage Campaigns by Ad Format(Median Lift Mastheads N=151, YVA N=95 ,June 2008- November 2010)
• Mastheads drive +65% greater advertiser site visitation and +90% greater brand queries on search engines vs. Standard YouTube Video Ads
438%
336%
441%
79%
367%
218%
301%
44% 48%
193%
0%
50%
100%
150%
200%
250%
300%
350%
400%
450%
500%
Any Engaged Activity Video Watch on YouTube
Brand Query on YouTube
Same day visit to Advertiser Site
Brand Query on Search Engine
Masthead Standard YouTube Video AdsSource:
Google Confidential and Proprietary
Homepage Ads Drive Significant Lifts For All
10
YouTube Homepage Campaigns(Median Lifts for Any Exposed Activity, June 2008 – November 2010)
Read as: Exposure to CPG homepage campaigns are +849% more effective in driving a specific behavior for exposed
consumers vs. the control group
• Strongest lifts in engagement across the board
130%
150%
158%
159%
340%
602%
849%
865%
0% 100% 200% 300% 400% 500% 600% 700% 800% 900% 1000%
Technology
Automotive
Retail
Financial Services
TV Shows
Games
CPG
Movies (theatrical release)
Source:
Industry Benchmarks
Google Confidential and Proprietary
Homepage Results for Movie Campaigns
12
• Exposed consumers engaged in brand activities on YouTube as well as outside of YouTube representing a +341% lift in video watch on YouTube, +729% lift in brand queries on search engines and +340% lift in advertiser site visit
Activities Measured Median Exposed
Activity Rate
Median Lift
Any Engaged Activity 0.71% 865%Brand Query on YouTube 0.09% 179%
Video Watch on YouTube 0.20% 341%Same day visit to Advertiser Site 0.09% 340%
Brand Query on Search Engine 0.34% 729%
Median Exposed Activity Rate and Lifts(56 Homepage Campaigns, June 2008 – November 2010)
Source:
Google Confidential and Proprietary
Homepage Results for CPG Campaigns
13
• Consumer Packaged Goods homepage ads achieved a strong lift in overall activity compared to the control group (+849%)
Activities Measured Median ExposedActivity Rate
Median Lift
Any Engaged Activity 0.27% 849%
Brand Query on YouTube 0.03% 289%
Video Watch on YouTube 0.11% 512%
Same day visit to Advertiser Site 0.05% 254%
Brand Query on Search Engine 0.01% 47%
Median Exposed Activity Rate and Lifts(46 Homepage Campaigns, June 2008 – November 2010)
Source:
Google Confidential and Proprietary
Homepage Results for Retail Campaigns
14
• Retail campaigns on YouTube generate interest YouTube activities such as video watch on YouTube and brand search
Activities Measured Median ExposedActivity Rate
Median Lift
Any Engaged Activity 0.68% 158%
Brand Query on YouTube 0.03% 353%
Video Watch on YouTube 0.05% 154%
Same day visit to Advertiser Site 0.35% 50%
Brand Query on Search Engine 0.11% 39%
Median Exposed Activity Rate and Lifts(44 Homepage Campaigns, June 2008 – November 2010)
Source:
Google Confidential and Proprietary
Homepage Results for Automotive Campaigns
15Source:
• Automotive homepage placements drove strong lifts in advertiser site visit (+179% lift vs. control) and video watch on YouTube (+381%)
Activities Measured Median ExposedActivity Rate
Median Lift
Any Engaged Activity 0.42% 150%
Brand Query on YouTube 0.10% 207%
Video Watch on YouTube 0.02% 381%
Same day visit to Advertiser Site 0.18% 179%
Brand Query on Search Engine 0.12% 24%
Median Exposed Activity Rate and Lifts(21 Homepage Campaigns, June 2008 – November 2010)
Source:
Google Confidential and Proprietary
Homepage Results for Gaming Campaigns
16
• The Gaming industry achieved the highest engaged activity rate across all behaviors measured which translated into a +602% lift in overall activity
Activities Measured Median ExposedActivity Rate
Median Lift
Any Engaged Activity 1.07% 602%
Brand Query on YouTube 0.46% 372%
Video Watch on YouTube 0.10% 228%
Same day visit to Advertiser Site 0.33% 395%
Brand Query on Search Engine 0.18% 141%
Median Exposed Activity Rate and Lifts(28 Homepage Campaigns, June 2008 – November 2010)
Source:
Google Confidential and Proprietary
Homepage Results for Technology Campaigns
17
• Technology campaigns drive a high rate of engagement with advertiser videos on YouTube (+558% lift). Engaged consumers research information about the brands and products advertised via videos on YouTube
Activities Measured Median ExposedActivity Rate
Median Lift
Any Engaged Activity 0.84% 130%
Brand Query on YouTube 0.08% 213%
Video Watch on YouTube 0.01% 558%
Same day visit to Advertiser Site 0.43% 114%
Brand Query on Search Engine 0.18% 49%
Median Exposed Activity Rate and Lifts(42 Homepage Campaigns, June 2008 – November 2010)
Source:
Google Confidential and Proprietary
Homepage Results for TV Show Campaigns
18Source:
• Exposure to TV show homepage units yielded strong lifts in brand queries and visits to the advertiser site
Activities Measured Median ExposedActivity Rate
Median Lift
Any Engaged Activity 0.64% 340%
Brand Query on YouTube 0.14% 259%
Video Watch on YouTube 0.09% 225%
Same day visit to Advertiser Site 0.27% 241%
Brand Query on Search Engine 0.07% 118%
Median Exposed Activity Rate and Lifts(31 Homepage Campaigns, June 2008 – November 2010)
Source:
Appendix
19
Google Confidential and Proprietary 20
Metric Definitions
• YouTube Video Watch
– Visited advertiser's YouTube watch pages or channel
• Advertiser Brand Query
– Searched for any form of advertiser's brand term on the top search engines (AOL, Ask, Google, MSN, Yahoo) or YouTube search bar
• Competitive Site Visit
– Visited competitor site(s)
• Competitive Brand Query
– Searched for any form of competitors' brand terms on the top search engines (AOL, Ask, Google, MSN, Yahoo) or YouTube search bar
• Generic Query
– Searched for any form of product terms on the top search engines (AOL, Ask, Google, MSN, Yahoo) or YouTube search bar
Google Confidential and Proprietary 21
Definitions
• Lift
– Calculated as a percentage increase over the control rate
• Aggregate Activity
– Engaged in one or more activities
• Advertiser Site Visit
– Visited advertiser site/landing page
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