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Sep302010

YouTube Promoted Branding Videos Research Study By Google and Decipher

Google released a branding research study conducted with Decipher on the promoted videos ad format on You Tube. This research helps us to understand whether a promoted video impression has cut-through, either with or without a click and how it impacts brand metrics.

Key highlights:

  • YouTube users are engaged and actively looking for information on products and brands
  • 67% respondents claim to look for more information on a brand after viewing an ad on YouTube
  • Promoted video impressions stand out
  • Ad recall from an impression is high: 23% on search page and 43% on watch page
  • All brand metrics were impacted by impressions alone
    • Unaided brand awareness increased by 3 times
    • Brand favourability increased by up to 44%
    • Purchase intent increased by 34%
  • Users like Promote Your Video format
  • They find it helpful and say they click because thumbnail catches their attention

Download: Study

[Source]

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