YouTube Labs

Brand Effect Measurement

Investigating the effect of YouTube on your brand

YouTube reaches beyond views, watch time and subscribers. But what is the effect of YouTube on your most important brand KPIs, such as brand awareness, brand preference and purchase intention? And which YouTube buttons do you need to turn to achieve maximum brand impact?

To gain insight into this, we continuously carry out brand effect measurements.


To measure brand effects on YouTube we use the Mind-Heart-Market share model. The model describes the different phases that customers go through during their customer journey, and shows how the YouTube strategy has an impact on this customer journey.

For each phase, we jointly determine the relevant brand KPIs to measure the success of your YouTube strategy. We then use A/B testing to determine brand effects. For each YouTube campaign, we compare a test group with a control group:

The test group consists of respondents who are relevant to your brand, and have seen one or more YouTube videos from your brand’s YouTube campaign
The control group consists of respondents with similar demographics to the test group. However, they have not seen any YouTube videos from your campaign

  • Ongoing insight into the performance of your YouTube campaigns on brand KPIs that are important to you, such as brand awareness, brand preference and purchase intention
  • Per brand KPI a comparison with:
    • Your own benchmark, based on previously conducted effect measurements. This allows you to see how your campaigns are performing compared to previous campaigns
    • The Team5pm Labs Brand Effect Benchmark, based on all effect measurements performed by Team5pm Labs
    • The top 5 of your main competitors
      Based on the results, we make concrete suggestions to improve your brand KPIs

By performing brand effect measurements it becomes possible to quantify brand KPIs for YouTube as a separate channel and compare the results with the brand KPIs of your other media channels. This makes YouTube a fully fledged channel within your overall media mix.


Read here our article about our large-scale effect measurement of various types of video content for national and international brands, publishers and advertisers, such as GAMMA, ANWB, HP OMEN, PokerStars, De Telegraaf, Hyundai and Volkswagen.


Strategy and Research

We take the guesswork out of YouTube marketing by basing our strategies on wisdom accumulated from data analysis, research and from our many years of combined experience. As a result, we know exactly what works and what doesn’t work on YouTube.

Channel Growth

By skillfully combining organic and paid promotions, we help generate more growth, more views, longer watch time and greater impact. With our data-driven approach, we ensure that your videos are easily found and recommended more often.


We produce videos that people want to watch and that the YouTube algorithm loves. Whether you want effective advertisements, entertaining content or search-driven videos, we are the team to help your brand from data to watch time to results.


Advertising on YouTube is an entire job unto itself. A job that we have mastered like no one else. We know precisely how to reach, engage and convert the right target group with attractive advertising campaigns on the largest video platform in the world.

YouTube Labs

Labs is the world's first YouTube-only research company. We help brands, advertisers and publishers measure, predict and optimize the effectiveness of their YouTube content. With data- and customer-driven research, we generate more reach and qualitative attention, so you get the maximum return on your YouTube budget.

Get in touch

Do you also want to achieve results with YouTube based on data insights? We would be more than happy to take you into the wonderful world of YouTube!

Do you also want to achieve results with YouTube based on data insights? We would be more than happy to take you into the wonderful world of YouTube!