video branding study uk sep 2010

8/8/2019 Video Branding Study Uk Sep 2010

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YouTube Confidential and Proprietary

Promoted VideosResearch Study UK

August 2010


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Background and Objectives

Promote Your Video (PYV) ads on YouTube allow advertiser videos to appear on:

The following research conducted with Decipher helps to understand:

Does a PYV impression (with or without a click) have cut-through?

What is the impact on brand metrics?

Does this differ by position or page location?

The Search Page

Watch Pages

Top

2/3rd

Search Pages


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Q: Which of the following brands was featured in list of videos? / base: 783with exposure to PYVAggregated data 2x entertainment clients

PYV impressions and clicks on searchand watch pages have cut-through

26%23%

43%

77%

Search Page Top

Position

(Impression only)

Search Page 2nd/3rd

Position

(Impression only)

Watch Page

(Impression only)Clicked PYV

Ad RecallPercentage of respondents who correctly

identified the advertised brand

clickersseperated

out


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100

150

250300

875

Q: When you think of a brand name, which is the first that comes to mind? Which others can you name?Base: 983, Aggregated data 2x entertainment clients

A Promoted Video impression canincrease unaided brand awareness by 3x

Significant to the 95% level

Unaided Brand AwarenessIndex on control of respondents who correctly named the

advertised brand in an open question

clickersseperated

out

Control

Search PageTop Position

(Impression only)

Search Page2nd/3rd Position

(Impression only)

Watch Page

(Impression only)Clicked PYV


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100

157187 180

263

Q: Which of the following have you heard of? / base: 983Aggregated data for 2x entertainment clients

Control Search Page Top

Position

(Impression only)

Search Page

2nd/3rd Position

(Impression only)

Watch Page

(Impression only)

Clicked PYV

Promoted video impressions are ableto shift aided brand awareness by 1.8x

Aided Brand AwarenessIndex on control of respondents who correctly picked the

advertised brand from a given list

clickersseperated

out



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100

130

161

147

Q: What is your general opinion about the following brands? / base: 983Aggregated data for 2x entertainment clients

Promoted Video impressions and clickssignificantly increase brand favourability

ControlSearch Page

Top Position

(Impression and click)

Search Page

2nd/3rd Position


Watch Page


Brand FavourabilityIndex on control of respondents answering favourable

or unfavourable towards the advertised brand

clickersincluded



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100

85

52

69

10094

74 75

100113

148138

Never Unlikely Likely

Purchase intent increased significantly

Q: How likely are you to purchase... / base: 983Aggregated data 2x entertainment clients

Control Search Page Top

Position


Search Page 2nd/3rd

Position


Watch Page


Purchase IntentIndex on control of respondents likelinessto purchase the product

PYV clickers included

clickersincluded



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Q: Please rate this type of advert on the following statements: / base: 1681, with exposure to PYV% breakdown of respondents answers

4%

10%

12%

13%

16%

11%

26%

38%

37%

39%

24%

28%

24%

23%

19%

31%

12%

4%

5%

4%

9%

4%

1%

1%

1%

Intrusive to overall YouTube experience

Eye catching and wanted to find out more

Less intrusive than other advertising seen

Understood what video was about from

thumbnail image and description

Helpful to see more related videos toprevious search

Strongly agree Agree Neutral Disagree Strongly disagree

YouTube users like the Promote Your Videoad format


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Key Findings

YouTube users are engaged and actively lookingfor information on products and brands

67% of respondents claim to look for moreinformation on a brand after viewing an adon YouTube

Promoted Video impressions stand out

Ad recall from an impression is high, 23% on thesearch page and 43% on the watch page

All brand metrics were impacted by impressions alone

Unaided brand awareness is increased by 3x

Brand favourability is increased by up to 44%

Purchase intent is increased by 34%

Users like the Promote Your Video format

They find it helpful and say they click because thethumbnail catches their attention


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Methodology


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Group 1

Respondents were invited to type a searchterm into YouTube from a pre-defined list

The search results pages and some of the watch pagesincluded Promoted Videos. Respondents were asked to

select two videos to view from anywhere on the pages.At the end of the task respondents completed a survey.

Respondents searched YouTube in a fully functionalbut controlled environment

Exposure to PYV on

search page topposition

Group 2Exposure to PYV onsearch page 2/3rd

position

Group 3

No exposure to PYV

- control group

Exposure to PYV on

watch page

Group 4

family mealsaction ad

multy player games

video games

cooking

left over recipes

helicopter

pork recipes

tom clancy film

beer ad

x box games


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video branding study uk sep 2010

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