Each day, people watch more than 3 billion videos on YouTube – the equivalent of every American watching about 9 videos a day. “Many of our advertisers wonder how online video ads measure against traditional TV ads. Do traditional and new media ads complement each other? Which format drives recall most effectively?”
To get the answer, YouTube with Ipsos conducted a study across 2,400 people split into groups to measure the relative and combined effects of YouTube in-stream ads and TV ads on ad recall and brand metrics across six advertiser campaigns.
“After conducting tests of 15- and 30-second spots on YouTube pre-roll instream ads and TV ads, the results revealed that YouTube and TV ads work better together. People who watched both YouTube and TV ads showed a 2X increase in brand recall than people who only saw TV ads. Those that only watched a YouTube ad had a brand recall rate 1.5X those who only watched a TV ad,” revealed Google Research and Marketing team.
To learn more about the study, check the infographic and the video below:
Or, download the study material from Think Insights site.
You can find out more about YouTube video ads here.