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1 Google Confidential and Proprietary
!"#$%&'6)*!+,-,."/0*!+"&10&*-"12"345 !"#$#%&'()!"&*+(*)!&+,&-./)+(0-&)+-1 2#3435() 6#+(,&.() 7&8'"(&0
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7 8+0*!+,-,."/0*!+"&10&*-"12"3456)*2%&2,)0*9")*/,*&035:34,&"/0*/+0* 5)'617-$67),'$)889+():(9,$;(:<$)1:<&,:(+$+<9+9/):& 7 5)=>)(?,$8:)7:&'$(,$@>7(/$2343$),'$7),$"97$A$;&&B8
Google Confidential and Proprietary
C<):$(8$:<&$%&'()$*""(+&,+-$.),&/D Monitors media exposure & purchase data Offline media questionnaire
MEP output
Online media exposure
%*.
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Cross media campaign reach and incremental reach
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Uplift in sales as a result of campaign exposure
!
Return on campaign investment
Purchase data
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Online channels had an impressive total reach of 30.8%
!
Online provided greater reach than TV when targeting 15-34 year olds
!
Two thirds of the reach of YouTube was incremental to TV
!
Online advertising has a significant impact on sales uplift
!
ROI is higher online, best of all were YouTube promoted videos
Google Confidential and Proprietary
H=>7&88(G&$7&)+<$9"$I,/(,&$+<),,&/8 Gross reach
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7 E9:)/$9,/(,&$7&)+<$J$K3LMN$OP91E16&$Q$R)+&699BS Source: UK Media Efficiency Panel 2010 Sample : 5,184 households
Google Confidential and Proprietary
I,/(,&$>79G('&'$?7&):&7$7&)+<$:<),$EY$;<&,$ :)7?&:(,?$4X[KT$-&)7$9/'8$ 15-34 year olds
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7 AVLKN$9,/(,&$+9,:)+:8$<)'$,9$EY$+9,:)+: 7 I,/(,&$'&/(G&7&'$KKL2N$(,+7&=&,:)/$7&)+< Source: UK Media Efficiency Panel 2010 Sample : TV- 2,990, Online- 1,597
Google Confidential and Proprietary
E;9 :<(7'8 9"$P91E16& 7&)+< ;)8$(,+7&=&,:)/ Total audience
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7 4XLVN$(,+7&=&,:)/$7&)+<$9"$P91E16& 7 A2LXN 9"$)//$P91E16&$+9,:)+:8$<)'$,9$EY$+9,:)+:$ Source: UK Media Efficiency Panel 2010
Google Confidential and Proprietary
I,/(,&$)'G&7:(8(,? ?&,&7):&' )$8(?,("(+),: 8)/&8 1>/(": Total audience
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7 C(:<$9,/-$WN$9"$:<&$61'?&:\$](?(:)/$+9,:7(61:&'$23N$9"$:<&$8)/&8$1>/(": Source: UK Media Efficiency Panel 2010; TV- 1,401, Online- 347
Google Confidential and Proprietary
^IH$(8$<(?<&7$9,/(,& Total audience £3.71
£2.01
£0.60
TV
Online
YouTube Promoted Videos
Return on Investment for every £1 media spend !
Online provided ROI almost 4 times higher than TV
!
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Source: UK Media Efficiency Panel 2010, TV- 1,401, Online- 347, YouTube Promoted Video-250, Spend provided by PHD Media.
Google Confidential and Proprietary
10 Google Confidential and Proprietary
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Online delivered 19.3% incremental reach
Source: UK Media Efficiency Panel 2010 TV- 171, Online 103
Google Confidential and Proprietary
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Google Confidential and Proprietary
12
