As people begin to split their TV time between broadband and broadcast, marketers have to experiment with new strategies to reach these viewers online. T-Mobile teamed up with Google, YouTube and the Nielsen TV & Online Panel to measure their campaign effectiveness and found that TV wasn't reaching 80% of their audience, while YouTube provided 24% reach with only 12% of the budget.

Goals

  • Prove YouTube + the GDN are complementary to TV
  • Prove YouTube + the GDN reach people TV doesn't
  • Show YouTube + the GDN provide effective frequency to those TV doesn't

Approach

  • Establish Nielsen TV panel group exposed to TV ad
  • Create Nielsen online panel group exposed to YouTube/GDN ad

Results

  • Online delivered more impressions to light TV viewers than TV
Published
February 2012
Topics

U.S. consumers in homes with broadband Internet and free, broadcast TV stream video twice as much as the general cross-platform population. They also watch half as much TV. So how can marketers reach light TV viewers? T-Mobile teamed up with Google, YouTube and the Nielsen TV & Online Panel to measure their campaign and found:

  • More than half of online TRPs were delivered to light & light medium TV viewers. TV failed to reach 80% of the lightest TV quintile (w/ only 3% of impressions).
  • With 12% of the budget, online delivered 24% of the TV reach.
  • YouTube/GDN added 4.4% incremental reach (~5.8mm adults 18-49) at 73% less than the cost of TV.
  • Cost Per Point overall was 63% more efficient and to desirable tech savvy audiences is more efficient on YT than on TV.

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