Google Tells Brands to Spend 24% of TV Ad Budgets on Youtube

Eileen Naughton, Google’s Managing Director of UK and Ireland operations, has advised brands targeting 16 to 34-year-olds to spend 24 per cent of their TV advertising budget on YouTube.

Speaking recently at the Brandcast event held at the Battersea Evolution, Naughton said YouTube had analysed more than 1,000 TV campaigns over the past year using its Google Extra Reach Tool and found advertisers reach target audiences more efficiently by adding YouTube to their media plans.

She said it was a particularly effective medium for attracting “the hard to reach 16- to 34-year-olds” adding that Google had found spending 24 per cent of a TV budget on YouTube would optimise a brand’s cost-per-reach.Naughton also cited Ipsos research (done in conjunction with Google) that stated seeing a campaign on TV and YouTube was more influential than seeing the ad the same number of times on just television.

Google also looked at an unspecified amount of "hundreds" of campaigns they had analyzed globally, concluding there that '96% of ads measured resulted in an average lift in recall of 71%'.

Several YouTube vloggers also made an appearance at the Brandcast event to entertain the crowd.