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2015 Pan Am Games Finds Gold in Youtube Brand Lift Results

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2015 Pan Am Games Finds Gold in Youtube Brand Lift Results CASE STUDY 2015 Pan Am Games Finds Gold in YouTube Brand Lift Results Showcasing Ontario on the world’s stage About OTMPC • The Ontario Tourism Marketing Partnership Corporation (OTMPC) is the province of This summer, Toronto will host the Pan Am and Parapan Am Games, an Ontario’s central marketer, collaborating event that gathers 7,500 athletes from 41 countries in a qualifier for the with tourism partners locally and 2016 Olympics. With billions of dollars invested in infrastructure and internationally, to showcase our province as a premier all-season travel destination. an enormous organization created to host athletes, visitors, media, and • Toronto, Ontario, Canada. global dignitaries, this was not a typical product launch. • tourismpartners.com • youtube.com/user/TravelOntarioCanada Furthermore, advertisers were tasked with capturing the attention of Goals sports tourists around the world and driving approximately 1.5 million • Increase revenue during and post-games. ticket sales—ensuring success was important not only for Ontario, but • Drive awareness and build anticipation for for the entire country the 2015 Pan AM/Parapan Games. • Raise the profiles of Ontario and the Games in priority markets. Approach • Ran TrueView ads across Ontario and key U.S. markets (PA, MI, NY.) • Formatted a mix of 60- and 30-second spots in English and French. Results • Video overdelivered on target views (1M.) • Results from the Brand Lift study showed that domestic activity achieved a lift in brand recall of 88% (above average.) The lift in the US hovered at 42% (within the industry average.) • Key learnings informed creative approach for the remaining phases—particular to tailoring video creative to different markets and devices. © 2015 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc.All other company and product names may be trademarks of the respective companies with which they are associated. ThinkWithGoogle.com Canadian creative resonates “We are always thrilled to work with clients The Ontario Tourism Marketing Partnership Corporation (OTMPC) and partners to test, worked with FCB Canada, its agency of record, and renowned Toronto learn and apply the director Phil Brown to create the Games anthem ad “Invade.” It conveys the beauty of Ontario with the excitement of competition results to current and on an epic scale. future campaigns. This particular opportunity Since its launch in the fall of 2014, “Invade” has amassed more than gave us the perfect 3.5M1 views and has been recognized with four Gold Bessies, one platform to use a Best in Show, and Marketing Magazine’s 2015 Canadian Marketing media tool to measure Awards shortlist. creative impact.” Measuring creative beyond awards —Kristine Lyrette, executive vice president Accolades are compelling but how do we know if our creative is managing director at really working? ZenithOptimedia Canada. This is the question that the organizers of the Games asked and while the measurement of creative magic remains elusive, a new tool was introduced to do just this. YouTube Brand Lift quantifies brand awareness, ad recall, and, now, brand interest by measuring the increase in organic searches related to your brand. Even better, data from these studies is typically available in a matter of hours. In the case of the OTMPC’s “Invade,” the YouTube Brand Lift focused on ad recall and the results were worth studying. Brand Lift became baked into the strategy OTMPC worked closely with ZenithOptimedia Canada and the Google Canada team to develop a digital strategy that would complement the traditional campaign introduced by the “Invade” ad. © 2015 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc.All other company and product names may be trademarks of the respective companies with which they are associated. ThinkWithGoogle.com As part of this strategy, Google Canada recommended testing brand awareness and ad recall with YouTube Brand Lift. Quickly measuring the real impact the video had on viewers allowed the team to compare tangible results beyond the obvious consumer engagement associated with views and shares. As expected, the “Invade” Brand Lift results were very positive. They even exceeded the high expectations set by OTMPC and ZenithOptimedia, validating their creative and distribution strategies. Here’s how the YouTube Brand Lift study worked: Using YouTube TrueView, 7,000 YouTube users from three distinct groups were surveyed: • Those who chose to watch the ad for at least 30 seconds. • Those who chose to skip the ad before the 30-second mark. • Those who were not exposed to the ad at all. From a list of sporting events, users were asked for which ones they had seen online video advertising recently. The results were surprisingly strong. Ontario results for “Invade” video: • There was an 88% lift in ad recall, which is significantly higher than industry average.1 • People who didn’t skip the ad were 270% more likely to recall the ad than the control group.1 • For viewers versus skippers (non-viewers), there was a remarkable 135% lift in recall.1 After such thoughtful development went into developing the “Invade” campaign, it was valuable to confirm how effectively the ad engaged each market. Even U.S. viewers—who wouldn’t as easily recognize the Toronto skyline in the first five seconds of the video—reported a 42%1 overall lift in ad recall and people who didn’t skip the ad were 3X1 as likely to recall the ad as the control group. © 2015 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc.All other company and product names may be trademarks of the respective companies with which they are associated. ThinkWithGoogle.com Analytic and creative working together “We knew that all our hard work had paid off when In the case of the “Invade” ad, Brand Lift validated what everyone consumer and industry involved already suspected: The creative was magical. reaction to the ‘Invade’ ad started rolling in. It was But that didn’t mean the campaign couldn’t evolve based on the results. especially satisfying to be able to quantify this feeling The difference between the Ontario and U.S. results highlighted the and know that the story of opportunity for branding Ontario or Pan Am in the first five seconds, the Pan Am and Parapan before people can skip, in order to promote ad recall. In the case of the “Invade” ad, it was decided to retain the integrity of the original Am Games coming to version as the results demonstrated it was working. As future campaign Ontario had truly engaged elements are developed and launched, this insight can be used to the audience.” reinforce that Ontario and the Games are an entwined experience. Also, view time analytics can optimize placement of a call to action — Lisa LaVecchia, near the end of the video to help influence viewer behaviour, such as vice president of buying tickets. marketing at OTMPC. With YouTube Brand Lift, we can now validate the effectiveness of creative work. But for advertisers developing a new campaign, imagine the possibilities of receiving brand awareness, ad recall, and consideration data in real time and using the results to optimize the campaign. And then testing the optimizations. A virtuous cycle indeed. Welcome to the creative age driven through analytics. Sources: 1 Google Canada, OTMPC Brand Lift Study, February 2015. © 2015 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc.All other company and product names may be trademarks of the respective companies with which they are associated. ThinkWithGoogle.com.
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