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Eileen Naughton of Google: Advertisers reach target audiences more efficiently by adding YouTube to their media plans
14 de octubre de 2015
Eileen Naughton, directora general de Operaciones de Google en Reino Unido e Irlanda
Google sent brands a clear message: If they want to optimize cost-per-reach they should spend 24% of their TV advertising budget on YouTube. This was the advice of Eileen Naughton, Google’s managing director of UK and Ireland operations, at the Brandcast event hosted by YouTube in London. Naughton said that after analysing more than 1,000 TV campaigns over the past year using its Google Extra Reach Tool they found that advertisers reach target audiences more efficiently by adding YouTube to their media plans. Google also analysed hundreds of campaigns globally, finding that 96% of ads measured resulted in an average lift in recall of 71%. Also Naughton cited an Ipsos and Google research that stated seeing a campaign on TV and YouTube was more influential than seeing the ad the same number of times on just TV. The event -where more than 900 companies and agencies attended- was aimed at selling the benefits of advertising on YouTube.
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