Brand measurement

Get insight into the impact of YouTube video marketing on your brand KPIs


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

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.

Ons merkonderzoek gebruikt data om jouw videostrategie te optimaliseren

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.

Want to gain quality attention for your brand with YouTube advertising?

  • Take a deep dive into the most common questions marketers ask themselves

  • Explore how to get the maximum ROI from your advertising budget
  • Discover the biggest advertising trends for 2023
  • Whitepaper for YouTube advertisers
  • Whitepaper for YouTube advertisers
  • Whitepaper for YouTube advertisers
  • Whitepaper for YouTube advertisers

YouTube is an important marketing tool for new customer acquisition and can play a vital role in driving customer loyalty.

YouTube heeft een positief effect in elke fase van de marketingfunnel

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.

Team5pm Labs is ons YouTube-first onderzoeksbureau

As a full-service YouTube agency we offer a wide range of video services. Explore the full scoop of what we do down below.


We create unique video formats that your audience really wants to see.

Video production

Our production studio creates video content, optimised for your relevant video platforms.


We distribute video content to maximise reach and ensure organic growth.

YouTube advertising

We use Google and YouTube data to get quality attention from the right target group.

Video strategy

A strategic plan that transforms data into the best possible video solution for your objective.

Ready to be awesome on YouTube?


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