Google Tests Effectiveness of YouTube Masthead Ad
ADOTAS – With 147.2 million unique visitors in May according to comScore, YouTube is still the most visited video site by United States Internet users — hence why the masthead display ad on the homepage is considered prime real estate. However, Google, always the advertiser-pleaser, decided to study the effectiveness of this popular spot.
Working with Compete, Google completed 300 studies comparing the behavior of YouTube visitors that viewed a daily homepage masthead ad with a control group of YouTube visitors that didn’t see the ad.
Ad viewers were four times as likely to visit an advertisers’ site, watch a branded video on YouTube or search for the advertiser. Those that saw the ad two or more times were twice as likely to participate in those activities. Movie campaigns, in particular, were quite successful, seeing a 729% bump in post-ad search queries and a 340% increase in site visits.
And look! Google made a cute little video too!
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