Google Wants to Prove Its Video Ads Drive Offline Sales for Brands
By Chelsea Lish • April 22, 2016
Three years after running studies to show marketers how their YouTube campaigns lift brand awareness and purchase intent, Google is starting to track sales stats to see if online video can move the needle. Through a new partnership with Oracle, YouTube will offer consumer-packaged-goods marketers in the U.S. data on how their ads affect in-store purchases. According to Google’s early tests, 78 percent of TrueView—the skippable YouTube ads—indicated an increase in offline sales. Sixty-one percent of those ads generated a “statistically significant” increase in sales. Gatorade, Doritos and Pedigree have all experimented with Google’s so-called sales lift studies. Read more about their results in the article.