YouTube users are 1.5 times more attentive and engaged in advertising than TV viewers, according to research conducted in partnership with General Motors Europe, Motorola, media agency MindShare and the Online Testing Exchange (OTX)The research used eye tracking and biometric data to reveal the brand impact of advertising on YouTube.
It found recall and attribution for an ad viewed was up to 14% higher than watching the same ad on TV. Viewing a silent ad on YouTube in addition to a normal TV ad also improved ad recall and attribution.
Ads on YouTube can impact the perceptions of elusive audiences like young men and infrequent TV viewers. They also have a halo effect and increase brand perceptions such as innovative, cool, dynamic and unconventional.
Motorola’s YouTube ad impressions increased its brand metrics up to four times higher than TV alone, and GM Europe’s metrics for its Opel/Vauxhall Corsa brand increased three times.
Martin Sir, manager of European media strategies for General Motors Europe, said, "Immersive experiences like YouTube have changed and will further change the way entertainment and branded content is consumed and used.
“For GM Europe, distributing video content over the internet is far from novel but doing so in a way that’s always relevant for and engaging to our consumers remains challenging. This research supports us in our pursuit to further embrace these emerging advertising opportunities," he added.
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When you draw up a advertising plan you need to manage real numbers, and nowadays internet is new and full of missed impacts. Reports are still giving wrong results. The cost per impact is very cheap and lot of companies and investing money in online campaigns but just few of them are profitable. It's more a fashion than real R&D. Benchmarking with many viral videos and social invasion is breaking the efectivity and decreasing the creativity.
I understand your business is online and you need to take advantage of positive reports but I'm a science man not faith, and profitability is the most important for the client. If you base your campaign in clicks you are lost.
I know the internet is the future (even for the tv) but the fact is you can feel more saturated of ads in few minutes than 20 years watching the tv! Youtube is not getting as money as people think. Web 2.0 like Twitter or Flickr are having a lot of problems to make money of their business and they have a great millionaire value!
In my opinion the online market must have a radical change. We'll see it in 3.0 maybe! That's my ads experience!