Google claim "YouTube ads are more effective than TV ads"
Matt Brittin, Google’s President of EMEA Business & Operations will announce that “80% of the time, YouTube ads were more effective than TV ads” this week at the Advertising Week Europe festival.
Google’s analysis of 56 case studies suggested that advertisers should be allocating up to 6 times more of their budget to YouTube than is currently being invested.
Lucien van der Hoeven, general manager EMEA at MarketShare (one of the companies hired by Google to conduct the analysis) said “We found that while TV maintains a powerful impact in the digital age, digital video is under-invested in several categories we measured in the UK, France and Germany”.
The TV industry were quick to react with Thinkbox, (a TV marketing body) saying today, “The true value of TV advertising is not just its return on investment, but that it achieves the best return on investment at the highest levels of investment,” and “TV builds brands better than anything else and creates the most profit.”
The publication of the research is Google’s latest attempt to disrupt the TV industry and a pitch to advertisers to shift their advertising budgets to YouTube.
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