The introduction of YouTube Brand Lift surveys in Ireland gives a real-time understanding of the impact of ads on brand awareness and ad recall. The first Brand Lift survey was conducted for Cadbury Ireland by Google, Mondelez and PHD Media. It showed an 84.5 per cent lift in ad recall and 38.9 per cent rise in awareness for Cadbury’s Marvellous Creations Smashables’ new flavour and a new shareable format to the product range.
The YouTube Brand Lift Survey is a one question survey which can be run during YouTube Trueview campaigns and can gives sight of the results within a few days. The advertiser is then able to optimise targeting or adjust the creative to make campaigns do a better job. The Mondelez media account is due to return to the Dentsu Aegis network soon.