Pre-roll video ads are playing an increasingly important role in online media plans, and many advertisers wonder how these newer formats compare with traditional TV ads. YouTube partnered with Ipsos on a study across 2,400 people split into groups exposed to :15s & :30s video ads. We tested to see how these units compared and complemented each other and found:
· Among those exposed to the 15 second spot on both YouTube and TV combined, we found 2x better recall than TV alone, 1.5x better for those exposed to the 30 second spot
· 5 out of 6 advertisers saw ad recognition lift on the :15 spot for YouTube + TV over TV Alone, and 4 out of 6 advertisers saw lift on the :30 spot
· YouTube generally has the same impact on aided brand attribution as TV for both :15 and :30 ads
