According to Advanced Television, Google has made the claim that advertisers should exponentially increase their spending on YouTube ads as they are “more effective than TV ads.”
Google’s analysis of 56 case studies, suggests advertisers should be allocating up to six times more of their budget to YouTube than they currently do, reports the Guardian.
“We found that while TV maintains a powerful impact in the digital age, digital video is under-invested in several categories we measured in the UK, France and Germany,” said Lucien van der Hoeven, general manager EMEA at MarketShare, one of the companies hired to conduct the analysis.
However, TV marketing body Thinkbox, countered that the YouTube analysis “misses the point” of TV advertising. “The true value of TV advertising is not just its return on investment [getting people to buy stuff], but that it achieves the best return on investment at the highest levels of investment,” said research and planning director Matt Hill. “TV builds brands better than anything else and creates the most profit.”
The report, “The (Entertainment) Revolution will not be Televised” is to be unveiled at the Advertising Week Europe festival.