Contextual Suitability Meets Maximum Performance Efficiency

The Effect of Digital, YouTube & Contextual Suitability

GroupM Sweden and Channel Factory teamed up to research the impact of digital media, YouTube, brand suitability and contextual alignment on various brand outcomes, including:

  • ROI: Contextual suitability on YouTube drives on average 17% higher ROI than other channels
  • Ad Stock: The effect from YouTube ads lasts on average 26% higher the week after the ad is viewed than other digital channels
  • Efficiency Potential: YouTube has higher potential for increased efficiency than on other digital and linear channels
  • Media Contribution: on average media contributes 26% to brand sales