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YouTube Campaign Effectiveness Study By MetrixLab With Sony PlayStation and OMD

Google posted their latest YouTube campaign effectiveness study conducted by MetrixLab with Sony PlayStation and OMD for the Spanish market. The aim of this study was to quantify the effectiveness and cost efficiency of YouTube and other media within the mix.

Key findings from this study: YouTube delivers significant incremental net reach over all media; The cost per percentage point reached on YouTube is one third cheaper than TV; YouTube has a significant effect on key brand measures such as brand consideration, brand preference and purchase intent; In combination, YouTube and TV are significantly more cost effective than TV alone.


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