How branding effects are measured on You Tube

VIDEO-ADVERTISING The Jung von Matt/impact agency and Swiss Post measure branding effects on YouTube. To do so, they relied on Google's Brand Lift Survey.With Google's Brand Lift Survey for YouTube, advertisers can now also measure the branding effects of their True View video campaigns. The online market research determines advertising recall effects, brand preferences and the change in search volumes of campaign-related search terms on Google.For the Swiss Post's "The Yellow Tour" campaign launched in September, JvM/impact is using a trilingual Brand Lift Survey together with the Post for the first time in order to measure branding effects in addition to performance values and thus gain a deeper insight into the campaign's impact."The aim of the Brand Lift Survey was to test the combination of creative and media planning for brand impact in order to optimize the current campaign and apply the results to future campaigns," said Dominik Habermacher, Managing Partner of JvM/impact. "With the resulting data, we now also have additional KPIs that we can incorporate into our marketing controlling. With each individual campaign, we learn which target groups react particularly well to our campaign idea," adds Marco Imboden, Head of Communications at Swiss Post.Swiss Post and JvM/impact used Google Brand Lift Surveys specifically to record the effects of "The Yellow Tour" campaign on their target audience. "Brand Lift Surveys can be set up with little effort and deliver statistically verified results - while the campaigns are still running. The fact that the influence of campaigns on the search behavior of target groups is shown in addition to branding targets is certainly a particularly interesting insight," says Scott Little, Industry Manager at Google Switzerland, adding that the pleasing result of "The Yellow Tour" campaign was that both targets were significantly positively influenced.