Youtube Promoted Videos
by Hamish McPharlin (Dr.) - Aug 2010
Source: Google
Promote Your Video (PYV) ads on YouTube allow advertiser videos to appear on Search Pages and Watch Pages. The following research conducted by Decipher Media Research helps to understand:
- Does a PYV impression (with or without a click) have cut-through?
- What is the impact on brand metrics?
- Does this differ by position or page location?
Key Findings
FindingsYouTube users are engaged and actively looking for information on products and brands.
- 67% of 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 the search page and 43% on the watch page
All brand metrics were impacted by impressions alone
- Unaided brand awareness increased by 3x
- Brand favourability increased by up to 44%
- Purchase intent increased by 34%
Users like the Promote Your Viedo format
- They find it helpful and say they click because the thumbnail catches their attention
Methodology
PYV Impressions and Clicks on Search and Watch Pages have cut-through
A Promoted Video impression can increase unaided brand awareness by 3x
Promoted video impressions are able to shift aided brand awareness by 1.8x
Promoted Video impressions and clicks significantly increase brand favourability
Purchase intent increased significantly
YouTube users like the Promote Your Video ad format
