A brief background
Fusion Unlimited were one of the fi rst agencies to take part in the latest Google beta test for YouTube to evaluate the potential of a new cost per engagement model for skippable pre-roll advertising.
We could immediately see the potential of this for our clients as a cost e ffective way of increasing the reach of TV assets online. Consumers had the choice to skip the ad at any point. Our client only paid for an engagement if the consumer chose to watch our ad in full.
A true test of creative engagement, no more ‘impressions’ without knowing if the ad was actually seen.
The Test
A small percentage of the clients TV spot airtime was diverted to test ‘clickthrough’ TV impact.
We worked with Google to target pre-roll activity to accurately refl ect customer lifestyle pro filing.
- How many users would choose to watch the ad in full?
- What clickthrough from commercial to website could we
expect? - Would the volume of tra ffic to the client’s website be
meaningful? - And at what cost per site visit compared to PPC activity?
What we achieved
500,000+
Achieved over 500,000+ viewings.
400%
Increased tra ffic from YouTube by 400%
80%
Generated 80% of new visitors to the client
10%
Achieved an average clickthrough rate of 10%
Testimonial
“It was great as we could accurately target who would see pre-roll ads, only paying for those who watched in full and still drive traffic at a lower cost than PPC!
What really wowed me was the deliver to the brief, the turnaround and the results that Fusion obtained – I still cannot believe that we managed to disrupt hundreds of thousands of viewers from their YouTube video and got them to click through to our site instead!”
– Online Marketing Manager
