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When it comes to video advertising at ZMOT, you can score some good, quick points by taking your TV ads and putting them online. When we looked at 32 different campaigns that ran on YouTube in Germany in 2009 and 2010, we found that YouTube added 3.4 percentage points of incremental reach to the reach of TV. We found that 64% of the users who saw an ad on YouTube had not seen the campaign on TV. So these are new users! The overlap between users exposed to the same ad on TV and YouTube was only 1.9%.

Source: Google’s Winning the Zero Moment of Truth 2011