Dinero - online loans. + 30.7% increase in brand ad recall.

Impact of Youtube ads on brand recall.

What related metrics are affected by YouTube ads?

The case shows an example of how YouTube advertising affects not just the recall and interest in the brand, but also the growth of search traffic, which, in the end, affects the conversion rate directly.

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Goals

Solution

Set up TrueView In-Stream ads

TrueView In-Stream video ads appear on YouTube videos, on websites and apps on the Display Network. Viewers can skip the video ad after 5 seconds. The client will only be charged for ad serving if the user has viewed or interacted with the ad for 30 seconds.

Google Brand lift research connection

Have you ever seen short polls on YouTube? Most likely, these are Brand Lift polls. Brand Lift metrics help determine how advertising affects consumer perception of a product or brand. Based on this data, you can optimize your campaigns to achieve the desired results.

Online survey

We ran an online survey and asked the question: "Have you ever seen the online video ads of some of these brands?" The answer options can include competitors' brands. You can create up to four questions and answers that list your brand or product.

User segmentation

Advertising impact is calculated by comparing responses between two groups of users. Users who viewed your ad (experimental group) and those who did not see it (control group). Absolute and relative indicators are calculated.

Results

+7,26%
Growth in the number of loan applications during the period of media activity
+61,1%
Search activity growth (organic growth)
+30,7%
Brand ad recall growth
$0,01
Average cost per video
I want the same

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