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YouTube Ads · Ipsos experiment for Google
Mobile video + TV: 1.5× more effective for top-of-mind awareness (India & Indonesia)
An experiment with 1,500 mobile internet users each in India and Indonesia compared TV alone, mobile TrueView alone and the two combined.
📊 Reported results
- TV + mobile TrueView was about 1.5× more effective for top-of-mind awareness than TV alone
- TrueView alone delivered a 1.3× higher lift than TV alone
The challenge
Understand how mobile video ads compare with and complement TV for building awareness.
The approach
- Controlled experiment run by Ipsos
- 1,500 mobile internet users per country
- Compared TV-only, TrueView-only and TV + TrueView exposure
Lessons for your business
- Mobile video is a strong awareness channel in India, not just a performance one
- Combining channels usually beats any single channel
- Measure awareness with brand lift, not just clicks
Source: Think with Google APAC — Think big, act small ↗. Results are as reported by the publisher and may not be independently verified. This is not our client work.
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