Coke and Google are soon to publish ROI data on a campaign in Germany that includes online video. The study isolates individuals who were not exposed to television but did see YouTube promotion, and reports incremental consumption data by various digital channels. Paid search leads, of course, and YouTube ranks high (far above banners, which showed almost no impact… and outdoor advertising).

Jens Monsees, who heads consumer goods and healthcare at Google in Spain, teased the audience with info, but results are to be published jointly by Coke and Google. Monsees was speaking at Exlpharma.com’s “Digital Pharma Europe” in Barcelona today.

It’s about time we had a marketing mix study that includes online video, and I look forward to seeing the details. BTW- the average YouTube viewer is 31 years old.