Driving Effective Reach Across TV and YouTube Advertising Campaigns

With over four and a half billion internet users in the world, a substantial portion of the global population is online at any time of the day. The pandemic has increased the number of hours spent online every day by a person. The information and entertainment available over the internet have made it an indispensable part of people’s daily lives.

People watch a lot of online videos across different video hosting sites on the internet. But, the largest video hosting platform on the internet is YouTube. Every month, YouTube witnesses the signing in of more than two billion users from around the world. Over one billion hours of videos are being watched daily on YouTube. Apart from the above facts, the YouTube advertising options are plentiful, thus making it the most sought-after platform for marketers.

Apart from YouTube, people also watch a lot of television. Marketers thus have to use the right mix of YouTube advertising and TV advertising in order to reach their desired audiences. For effective advertising across YouTube and TV, marketers need to plan and measure their advertising campaigns across the two platforms.

By leveraging Nielsen’s television campaign data and post campaign data from YouTube, Google has developed a cross-media reporting tool. This tool is of great value for a brand and its partner YouTube advertising agency. It measures campaign performance across both television and YouTube. By using insights drawn from this cross-media reporting tool, marketers can considerably improve their campaign performance.

With the help of the cross-media reporting tool, marketers can measure the effectiveness of their YouTube video campaign and television campaign in terms of reach along with the campaigns’ efficiencies in one report.

The cross-media reporting tool finds out both overall and unique reach for both the platforms, i.e., television and YouTube. It accomplishes this by combining YouTube and Nielsen’s television data and running analysis to find out the duplicates. The tool breaks the tracked data into different groups according to demographics. This helps marketers in knowing the number of consumers exposed to YouTube video ads campaigns and TV campaigns.

The tool helps marketers know whether people are watching their video ads frequently enough or not. It helps them know the average frequency across the YouTube video campaign and the television campaign. Marketers can improve this frequency by making changes in the budgets allotted to two campaigns. The tool also offers insights to marketers on the cost per reach of YouTube advertising campaigns and television campaigns.

By leveraging this tool, marketers can use television and YouTube together for their video advertising campaigns in a more effective and efficient manner, and drive maximum reach and return on ad spend.