How effective is a YouTube Masthead?
At the end of April we conducted research on a 1 day YouTube Masthead across 11 markets for the Blockbuster Wolverine. The objective of this research was to understand the effectiveness of the advertising on YouTube at achieving campaign goals. The goals were to raise awareness of the movie, create intention to see the movie, generate visits, generate positive buzz, drive traffic to the website, drive searches related to content and encourage sharing of related content. Research methodology involved online surveying with control and exposed samples. The headlines from this research were:
1. Despite high baseline levels of awareness, the Wolverine YouTube masthead increased top of mind and spontaneous awareness a further 15%
2. In fact, the movie's key audience (adults 26-39) were 22% more likely to think of wolverine first among upcoming releases, as a result of seeing the masthead.
3. The masthead was able to raise expectations of the movie – more users were more likely to believe the film would be as good or better than previous X-Men movies
4. Purchase consideration i.e. the desire to see the movie increased by 5%
5. With 1/3 of all respondents having previously shared a link to movie trailer, the value of YouTube as a platform for viral distribution of content is clearly demonstrated.
We hope you find this useful. Please download the research here.