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Impact of YouTube Advertising on Brand Recall
30,7% increase in brand recall
What accompanying metrics does YouTube advertising affect?
The case study demonstrates how YouTube advertising impacts not only brand recall and interest but also increases search traffic, which directly affects conversion.
Roman Chernysh
Co-Founder "Power-UP"
PROJECT OBJECTIVES
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REACH the target audience of users. Convey information about new promotional loan conditions to a wide audience.
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MEASURE the effectiveness of advertising and assess its impact on the brand.
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INCREASE the number of online loan applications using a YouTube advertising campaign.
SOLUTION
1
Setting up TrueView In-Stream Ads
TrueView In-Stream video ads are shown in YouTube videos, as well as on websites and in apps in the Google Display Network. Viewers can skip the ad after 5 seconds. Payment for the ad is only charged if the user watches 30 seconds of the ad or interacts with it.
2
Integration of Google Brand Lift Study
Seen short online surveys on YouTube? These are likely Brand Lift surveys. Brand Lift metrics help determine the extent to which advertising affects consumer perceptions of a product or brand. Based on this data, you can optimize campaigns to achieve desired results.
3
Conducting an Online Survey
The question asked was: "Which of these brands' online video ads have you recently seen?" Among the answer options, names of competitor brands can be mentioned. You can create up to four questions and answers mentioning your product or brand.
4
User Segmentation
The impact of advertising is calculated by comparing responses between two cohorts of users: those who have seen your ad (experimental group) and those who have not (control group). Absolute and relative metrics are calculated.
RESULT
+7,26%
Increase in the number of loan applications during the media activity period
$0,01
Average cost per video view
+61,1%
Growth in search activity (organic growth)
+30,7%
Increase in brand recall
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