Campaign Share of Investment

How YouTube and TV can Work Together to Build Brands

June 2011

Background Information

Methodology

Coca Cola asked Millward Brown to evaluate what contribution all media utilised in their campaign were having on the brand’s key performance indicators.

In addition it was important to the client to understand how the YouTube activity impacted the brand and how efficiently in comparison to TV.

The campaign was heavyweight and ran across multiple media types including TV, radio, print, digital etc.

CrossMedia Research™.

Modelling based approach used to measure campaign impact on brand consideration and communication objectives.

Identifies the campaign effects on the brand, while controlling for variation in predisposition amongst our sample due to underlying brand/category involvements and ongoing influences.

Target via a nationally representative online panel.

Incremental Net Reach of YouTube1 in 4 of those exposed to YouTube had no contact with the TV campaign.

The YouTube EffectYouTube and TV generates 74.1% reach.

To achieve the same reach with TV only, Coca Cola would have to spend an extra €200k.

TV54%

TV Ads Reach73%

YouTube Ads Reach9%

2.3%incremental reach through YouTube

Digital21%

Other Media21%

TV54%

TV Ads Reach73%

YouTube Ads Reach9%

2.3%incremental reach through YouTube

Digital21%

Other Media21%

Rea

ch %

Simulated Spend € 1.0 1.50 1.75 2.0 2.25

TV &

TV Only

2.5

80

75

70

65

60

55

50

Delivered Reach : 74.1%

+ €200k

TV and YouTube planTV spend 1.78m, YouTube

spend 0.13mTotal 1.91m

To achieve the same reach with a TV only planTV spend 2.11m

Other

4%

The YouTube EffectSummary and Conclusions• YouTube delivers incremental net reach

over TV and is an effective way of reaching

the core audience

• YouTube is a cost efficient way

of extending the reach and impact

of the campaign on key brand KPIs

• YouTube is significantly more cost

efficient than TV

• This is because it delivers a greater

effect at a lower frequency than TV

YouTube is particularly strong at fostering engagement with Coca Cola

Given its very limited investment within the total mix it is highly cost efficient

3% 97%Media Uplift Latent

Predisposition

Is for someone like me

66%

3.6%

0.6%

2.8%

YouTube

Press

TV

TV

Youtube768

Radio Press

100 62333

1.What was the level of the ‘Is for someone like me’ image statement?

3.What was brand impact per €250k spend

2.What drove the image statement?

Med

ia U

plif

t (%

)

GRPs 200 400 600 800 1000

TV &

TV Only

1200 1400 1600

8.0

6.0

4.0

7.0

5.0

3.0

2.0

1.0

0.0

+ €1.87m

TV and YouTube planTV spend 1.78m,

YouTube spend 0.13mTotal 1.91m

To achieve the same reach with a TV only planTV spend 3.78m

66% of those surveyed agreed with the image statement ‘Is for someone like me’

‘Is for someone like me’

350 GRPs

Of this 66%, 3% was driven by the campaign

What drove the 7% media uplift?

Indexed against TV, what was the brand impact per €250k spend?

93%

7%

YouTube

7%