TV+Youtube: Renault dacia case-study

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


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


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 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.


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

7

TV Frequency

= 1.433.500 target*

* =13.752.000*(reach YouTube)*61% (source: EGM 2010)

61%

47%


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+


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


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


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


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

12

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


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


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%


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)


+13 pt +17 pt +18 pt


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%


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)


+18 pt +16 pt +12 pt +7 pt +12 pt


Cost per point reach is lowest for YouTube

16 Cost per point reach (indexed against TV)

100

70


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


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

Date post:	20-Aug-2015
Category:	Automotive
Upload:	stcarbeit
View:	753 times
Download:	4 times

TV+Youtube: Renault dacia case-study

Automotive