LG in conjunction with MetrixLab conducted a cross-media study. The study sought to understand the branding impact of YouTube within the media mix, specifically, the reach and incremental reach of TV and YouTube against the target audience. It also explores both the effectiveness and efficiency of TV and YouTube at shifting branding metrics.
Key findings are as follows:
- After adding YouTube to the media mix, an incremental 8% of the target audience was reached.
- YouTube delivered strong effect across LG's main branding metrics.
- YouTube was consistently more efficient than TV at delivering brand effect on the audience reached.
Here's the the complete study: