THE POWER OF BRAND MEASUREMENT
Brand measurement gives insight into the performance of your video campaign on brand KPIs that are important to you.
Why your brand needs a brand measurement
You might wonder what impact YouTube has on your brand. And you’re not alone. Research has shown that 35% of marketing managers that don’t use YouTube (yet) are unclear about what impact their video campaigns can have for their key brand KPIs. YouTube statistics alone – such as views, watch time and subscribers – are not sufficient enough to measure and determine the impact of YouTube on your brand. With brand measurements we use quantitative market research to determine the performance of your video campaign on brand KPIs.
Our brand measurements use data to optimise your video strategy
With a brand measurement we conduct quantitative research comparing viewers of your videos with non-viewers from your target audience. We then measure the impact on relevant brand KPIs like brand awareness, brand preference, brand consideration and purchase intention.
Per brand KPI, we create your own benchmark. We base this on multiple brand measurements that we conduct throughout time. This allows you to see how your campaigns are performing compared to previous moments and to your five main competitors.
HYUNDAI case STUDY
Hyundai’s brand measurement shows that YouTube can make a real impact on key brand KPIs and even play a key role in the consumer’s purchase decision.
With the introduction of their IONIQ 5, Hyundai wanted to reach, captivate and convert the car buyer on YouTube. Based on data, we created a YouTube-first video strategy consisting of how-to’s.
Besides impressive results on watch time and view-through-rates, Hyundai positively impacted brand awareness (+231%), brand preference (+650%) and consideration (+256%). Non-Hyundai drivers who watched the campaign scored high on these brand KPIs, which makes YouTube an important platform for acquisition.
YouTube is an important marketing tool for new customer acquisition and can play a vital role in driving customer loyalty.
YouTube has a positive impact at every stage of the marketing funnel
To gain insight into the real impact of YouTube on brand KPIs, we conducted a large-scale brand measurement. This was spread across seven YouTube campaigns: 3790 respondents participated. The results prove that YouTube has a positive impact on brand KPIs at every stage of the marketing funnel.
YouTube campaign viewers were more likely to be brand ambassadors (+120%), remembered the brand more (+95%), preferred the brand more (+197%) and were more likely to buy from the brand (+249%).
Team5pm Labs is our YouTube-first research agency
As a YouTube-first research agency, Team5pm Labs helps brands and publishers measure, predict and optimise the effectiveness of their video content.
Team5pm Labs provides actionable customer insights by conducting various types of video and market research. Think of brand measurements, pre-testing and viewers research. Read more about our research agency Team5pm Labs.