Renault Clio ‘Va Va Voom’ Campaign Performance Analysis May 2011
Renault campaign delivered exceptional reach
INCREMENTAL REACH
CAMPAIGN REACH
Source: GfK Media Efficiency Panel, April 2011
YouTube Confidential and Proprietary
Campaign Reach
YouTube Confidential and Proprietary
Renault campaign delivered exceptional reach 77.1%
7.6%
TV
3.9%
3.2%
3.1%
Homepages First Second Third combined Homepage Homepage Homepage
Reach 5.4
2.8 2.3
TV
2.0
1.9
Homepages First Second Third combined Homepage Homepage Homepage
Average Frequency Source: GfK Media Efficiency Panel, April 2011
YouTube Confidential and Proprietary
YouTube Homepages achieved a cost per reach point significantly lower than TV
100.0
54.0
55.0
Second Homepage
Third Homepage
44.0
TV
First Homepage
Index of Cost Per Reach Point
Source: GfK Media Efficiency Panel, April 2011
YouTube Confidential and Proprietary
Incremental Reach
YouTube Confidential and Proprietary
Almost half of YouTube Homepage reach was incremental to TV Reach of Television and YouTube Homepages
7.6% reach
Television 77.1% reach Television 73.0% reach
4.1%
3.5%
overlap
exclusive
46.6% of all YouTube Homepage contacts had no TV contact Ad Format: YouTube Homepage: Auto Roll Source: GfK Media Efficiency Panel, April 2011
YouTube Confidential and Proprietary
First Homepage delivered greatest incremental reach Run date: Monday 21st February Sample size: 310
3.9% reach
Television 74.9% reach
2.2% reach
1.7%
42.9% of all YouTube Homepage contacts had no TV contact Ad Format: YouTube Video Ad, Auto Roll Source: GfK Media Efficiency Panel, April 2011
YouTube Confidential and Proprietary
Second Homepage was also a great success Run date: Monday 28th February Sample size: 255
3.2% reach
Television 75.4% reach
1.7% reach
1.5%
47.1% of all YouTube Homepage contacts had no TV contact Ad Format: YouTube Homepage: Auto Roll Source: GfK Media Efficiency Panel, April 2011
YouTube Confidential and Proprietary
Almost 50% of third Homepage viewers were not exposed to TV campaign Run date: Monday 7th March Sample size: 249
3.1% reach
Television 75.5% reach
1.6% reach
1.5%
49.4% of all YouTube Homepage contacts had no TV contact Ad Format: YouTube Homepage: Auto Roll Source: GfK Media Efficiency Panel, April 2011
YouTube Confidential and Proprietary
Each Homepage had a high level of incremental reach Incremental Reach per HPTO
+1.7% new
=7.6% total
+2.0% new
3.9%
First Homepage
Second Homepage
Third Homepage
Combined
Source: GfK Media Efficiency Panel, April 2011
YouTube Confidential and Proprietary
Each Homepage reached a high level of exclusive audience Percentage exposed on YouTube Homepage 1
Homepage 2
30%
8%
21%
8% 7%
Only 8% of those reached were exposed to all all three Homepage Ads
5% 6.6% reach 21%
= % of those exposed on YouTube
Homepage 2
Source: GfK Media Efficiency Panel, April 2011 Sample : YT HPTO 21st Feb – 310, YT HPTO 28th Feb – 255, YT HPTO 7th Mar – 249
YouTube Confidential and Proprietary
Executive Summary
YouTube Confidential and Proprietary
Key takeouts • The three YouTube Homepages achieved a combined reach of 7.6% of the online population and delivered an incremental reach of 3.5% on top of the TV campaign • Just under half (46.6%) of those reached by YouTube Homepages did not have any contact with the TV campaign • The Homepages achieved a cost per reach point significantly lower than TV • All three Homepages were successful in reaching audiences that were exclusive from each other. Only 8% of all people reached by a Homepage ad were exposed to all three Homepage ads
Source: GfK Media Efficiency Panel, April 2011
YouTube Confidential and Proprietary
Methodology
YouTube Confidential and Proprietary
Methodology
Results are based on: • UK Media Efficiency Panel • Online population • In home internet usage only • Total panel sample = 7,942
TELEVISION CAMPAIGN
YOUTUBE CAMPAIGN
Sample size: 6,123
3 x Homepage (date / sample size):
Bursts:
• Monday 21st February; 310
• 7th – 27th February
• Monday 28th February; 255
•
• Monday 7th March; 249
7th
–
27th
March
YouTube Ad Format: Auto Roll Source: GfK Media Efficiency Panel, April 2011
was incremental to TV. Television. 73.0% reach. 4.1% overlap. 7.6% reach. Television. 77.1% reach. 46.6% of all YouTube Homepage contacts had no TV contact. Reach of Television and YouTube Homepages. 3.5% exclusive. Ad Format: YouTube Homepage: Auto Roll. Source: GfK Media Efficiency Panel, April 2011 ...
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