Google calls on advertisers to invest more in YouTube

by | Apr 25, 2016

Google claims that YouTube ads are far more effective than TV ads in driving sales.

Google unveiled a report last week at the Advertising Week Europe Festival that claimed, following analysis of ad campaigns across 8 countries, that in almost 80% of cases, YouTube ads were far more effective than TV ads in driving sales.

The analysis of 56 case studies was carried out by a number of research partners and has understandably sparked criticism from the TV industry who claim that YouTube’s content was not comparable to the high quality drama and entertainment programmes that advertisers want to be associated with and that clients quoted from Mars and Danone both point to YouTube being a key part of an overall strategy to complement TV spend.

Last October, Eileen Naughton, Google’s UK and Ireland chief, told advertisers that they should be spending a quarter of their TV ad budget on YouTube instead, if they wanted to reach 16- to 24-year-olds.