For the launch of their video game, “Michael Jackson: The Experience”, Ubisoft ran a multi-media campaign in the UK, France and Germany with Google.
The research conducted with GfK and MarketingScan, seeks to understand the overall impact of each media and YouTube formats in the mix-media in terms of reach and frequency. It also examines the incremental impact of YouTube in terms of reach, frequency and profiles.
Key findings from the study:
- YouTube can drive incremental reach for your campaign.
- YouTube Masthead maximises incremental reach of YouTube, especially among core target groups aged 16-34.
- YouTube can optimise cost-efficiency of cross-media campaigns.
- A longer YouTube schedule – achievable with alternative formats (ROS, Pre-roll) – will help maximise reach potential of YouTube over four weeks and allow a greater cost-efficiency.
Here’s the complete study:
Download the full study here.
[Source: Google Barometer Blog]