We do see more and more clients taking advantage of online video marketing; YouTube is becoming a very popular channel for advertisers. However, YouTube campaign is often treated as a separate marketing channel and its impact is often ignored.
Google recently released a case study with Nutrigloss conducted in France. The study shows the incremental impact of a YouTube campaign on the offline sales of Nutrigloss shampoo.
Key findings are as follows:
- L’Oréal’s media spend became more efficient by using YouTube. Swapping some TV for YouTube achieved equivalent sales for 13% less budget.
- Adding a YouTube campaign after a TV burst helped to maintain sales up to 17% above their post-TV level.
- Up to 35% of those exposed to the YouTube & display campaign were not reached by TV.
- The YouTube & display campaign was very effective in complementing TV, over-exposing those least exposed to the TV campaign.
You can download a copy of this case study here.
The same as other digital channels, there is a test and refine process required for YouTube marketing; what businesses need to do is to integrate it with other channels and measure the performance and impact of your online video campaigns on your sales.