tv+youtube: renault dacia case-study
TRANSCRIPT
YouTube Confidential and Proprietary Google Confidential and Proprietary YouTube Confidential and Proprietary
Multimedia Campaign Effectiveness
Renault Dacia Case Study
April 2012
YouTube Confidential and Proprietary
1 YouTube has reached 17% of consumers adding 4% reach to the TV
campaign, 8% to the effec=ve +3 TV reach.
2
Combina=on of TV&YouTube has been significantly more effec=ve
than TV only in liHing spontaneous awareness, considera=on
and brand values of Dacia
3 13% less investment was needed to get same reach by
adding YouTube to the TV campaign compared to geKng this reach
with only TV
Summary
YouTube Confidential and Proprietary
Background & schedule of analyzed media
§ Dacia Campaign on TV & online, with an important part of the investment online on youTube .
§ Communica=ng Dacia as low cost brand of Renault Group
TV: 513,3 GRPs, 82% reacch
YouTube: 28,7 M Impressions • Masthead: 8,2 M
• Pre Roll: 8,5 M
• Videobanner: 12 M
YOUTUBE
FIELDWORK Pre
(n=1014) Post wave (n=2005)
TV March4th – March17th
March 5th – March 17th
march
3
Masthead Exposed (n=337)
Research target:
men and women
25-54
YouTube Confidential and Proprietary
Methodology
4
EXPOSED
UNEXPOSED
MetrixLab uses a control-exposed methodology to measure the branding effect of
advertising campaigns. Exposure to different media groups are simultaneously sampled
and their response compared. Because both groups are a random sample from the same
population, the groups are statistically comparable across key demographic indicators.
MetrixLab cookies are dropped and updated every time the Dacia masthead or other advertising appears on YouTube or Gmail.
Actual media plan is matched with individual respondent TV consumption to create an “Opportunity To See” score (OTS).
YouTube Confidential and Proprietary
YouTube reached 17% of the campaign target
5
86% 82%
17%
513,3 GRP’s 28,7 M impr.
+
6.7 contacts
6.2 contacts
2.9 contacts
575,5 GRP’s*
Total GRPs based on research results: 86% reach * 6.7 contacts
YouTube Confidential and Proprietary 6
YouTube campaign added 4% reach to the TV campaign, which is more than expected.
82% 17%
Only TV 69%
Only YouTube
4% TV+YouTube
13%
513,3 GRP’s 28,7 M impr.
YouTube Confidential and Proprietary
23%
15%
8% 8% 6%
7%
4% 3% 4%
3% 1% 1% 1% 1%
1% 1% 1% 2% 1% 1% 1%
6%
0%
5%
10%
15%
20%
25%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 >20
YouTube reach
47% of YouTube exposed had less than 3 TV contacts
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TV Frequency
= 1.433.500 target*
* =13.752.000*(reach YouTube)*61% (source: EGM 2010)
61%
47%
YouTube Confidential and Proprietary 8
Looking at effective reach of TV (3+) incremental reach of YouTube grows up to 8%
57% 17%
Only TV 3+ 48%
Only YouTube
8%
TV 3+ & YouTube
9%
TV 3+
YouTube Confidential and Proprietary
The masthead creative has delivered highest reach with least impressions
9
9% 8%
6%
2.08 contacts
1.95 contacts
1.91 contacts
Masthead Pre Roll Videobanner 8,2 M impressions 8,5 M impressions 12 M impressions
1,06% reach per M impressions 0.92% reach per M impressions 0,52% reach per M impressions
YouTube Confidential and Proprietary 10
73% of reach of different formats has been complementary
Only Masthead 6%
Only Pre Roll 4%
Only Videobanner 2%
Masthead + Pre Roll 1%
Videobanner +
Masthead 1%
Pre Roll + Videobanner
2% All 1%
9% 8%
6%
Videobanner
Pre Roll
8.2 M Impressions
Masthead
8.5 M Impressions
12 M Impressions
YouTube Confidential and Proprietary
87% 92% 93%
11
15% 13% 13%
31% 31% 37%
69% 65% 64%
Top of Mind Spontaneous awareness
Aided awareness Association to Renault
Q: Thinking of affordable car brands, what brand come to mind? Q: Which of the following car brands do you know? Q: To which of the following manufacturers do you associate Dacia?
+6 pt
+6 pt
High synergie in spontaneous awareness
YouTube Confidential and Proprietary
23% 27%
31%
No Contact (n=253) TV Only (n=1232) TV+YouTube (n=410)
38%
55% 53% 23%
27% 31%
Sinergie in spontaneous ad awareness too
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Spontaneous Ad Recall Aided Ad Recall
Q: Thinking of affordable car brands, of which brands do you remember having seen or heard advertising lately? Q: Of which of the following car brands do you remember having seen or heard advertising lately?
+8 pt
YouTube Confidential and Proprietary
4% 7% 7%
Purchase indicators increase greater
13
17%
23%
30%
6% 8%
10%
Consideration
Preference Recommendation
Q: Thinking of buying a car, which brands would you consider? (Top 2 BOX) Q: And which of the following brands would be your first choice? (Top 2 BOX) Q: On a scale from 0 to 10, to what extent would you recommend Dacia? (Top 2 BOX)
Sign. Increase compared to TV only (95%) Sign. increase compared to no contact (95%) Sign. decrease compared to no contact (95%)
+12 pt
YouTube Confidential and Proprietary
Has a good price Is a low cost brand Is a familiar brand Is a brand with a good image
Is an innovating brand
67% 70%
28%
21% 16%
74% 73%
39%
29% 29%
72% 67%
45%
38% 34%
No Contact (n=221) TV Only (n=1130) TV+YouTube (n=383)
YouTube lifts those brand values that need reinforcement, whereas there is no lift on already strong values of Dacia
14 Q: To what extent do you agree with the following statements about Dacia? (Top 2 BOX)
Sign. Increase compared to TV only (95%) Sign. increase compared to no contact (95%) Sign. decrease compared to no contact (95%)
+13 pt +17 pt +18 pt
YouTube Confidential and Proprietary
Has comfortable cars
Is a safe car Has high quality cars
Has ecological cars AVERAGE Brand values
20% 19% 19%
13%
30% 30% 29%
22%
16%
38% 38% 35%
31%
20%
42%
No Contact (n=221) TV Only (n=1130) TV+YouTube (n=383)
Mainly the combination of YouTube+TV lifts significantly all values around Dacia cars
15 Q: To what extent do you agree with the following statements about Dacia? (Top 2 BOX)
Sign. Increase compared to TV only (95%) Sign. increase compared to no contact (95%) Sign. decrease compared to no contact (95%)
+18 pt +16 pt +12 pt +7 pt +12 pt
YouTube Confidential and Proprietary
Cost per point reach is lowest for YouTube
16 Cost per point reach (indexed against TV)
100
70
YouTube Confidential and Proprietary
50
60
70
80
90
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Reach TV only Reach TV+YouTube
Delivered Reach TV only: 82%
17
Delivered Reach TV+YouTube: 86%
Cumulative Investment and Reach Increase
% Investment
Reach %
Same reach by using 13% less of media budget
Adding YouTube to the campaign delivers the same reach for 13% less investment
Op=mal TV reach: from around 75% on, digital becomes more efficient than TV to add reach
YouTube Confidential and Proprietary
1 YouTube has reached 17% of consumers adding 4% reach to the TV
campaign, 8% to the effec=ve +3 TV reach.
2
Combina=on of TV&YouTube has been significantly more effec=ve
than TV only in liHing spontaneous awareness, considera=on
and brand values of Dacia
3 13% less investment was needed to get same reach by
adding YouTube to the TV campaign compared to geKng this reach
with only TV
Summary