Google shared the first cross media case study from the UK Media Efficiency Panel. The study sought to examine the cross media effectiveness of the Cadbury's Chocolate Charmer Campaign and impact on short term sales. It also explores metrics such as cross media campaign reach, incremental reach, resultant uplift in sales and return on campaign investment.
Key highlights from the study:
- online element of the campaign provided impressive incremental reach. In particular, YouTube campaign (Masthead + Promoted Video) delivered nearly 16% incremental reach over TV.
- Amongst 15-34 year olds, online delivered 33% incremental reach.
- Online drives in-store sales efficiently. The online campaign drove 20% of the in-store sales from just 7% of the budget.
- YouTube Promoted Videos achieved an ROI six times higher than TV.