Why marketers need to up their investment in YouTube for better ROI
Marketers need to make more use of online video resources such as YouTube, whose ROI is rising compared to TV, according to new research.
In a meta analysis of 56 case studies across eight countries it was found that YouTube delivered a higher return on investment than TV in more than three-quarters (77%) of cases. The research was carried out with a range of partners that included BrandScience, Data2Decisions, GfK, Kantar Worldpanel, MarketingScan and MarketShare.
Lucien van der...