How YouTube Ads Helped Persuade Audiences During 2014 Midterm Elections
1 in 3 likely voters watched a political video on YouTube during the last cycle. But even with growing viewership of digital video, one question persists: did that political ad drive results? In order to understand the true effectiveness of YouTube advertising on targeted online audiences during the 2014 midterm election cycle, BPI worked with YouTube and NextGen Climate Action Committee to measure the effectiveness of video ads on YouTube. Today, we are excited to share the results of these tests to demonstrate how web ads can drive brand lift for the issues we care about.
How We Did The Test: NextGen Climate ran :15 YouTube pre-roll ads in Michigan, Colorado, and Florida. YouTube then displayed 10-second pre-roll surveys to viewers throughout the next few days. To test message recall, surveys asked viewers where they thought candidates stood on certain climate-related issues that were featured in the pre-roll ads. These same surveys were also served to a randomly selected control group of YouTube viewers who did not see the NextGen Climate ads. YouTube then compared the responses between viewers who saw the ad versus those who did not.
What We Found: From this test, we discovered that NextGen Climate’s climate-focused message on YouTube left a clear impression on voters and moved the needle in the direction of the candidates and issues supported by NextGen. In Michigan, Colorado and Florida, the groups that saw YouTube ads showed a greater understanding of which candidate supported climate initiatives with brand lift for each ad ranging from 2.3 – 4.22%. In Florida, a spanish-language test was run on issues beyond climate and this test also demonstrated that ads targeted to spanish-speakers can get similar lift, in this case 3.2%.
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