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.
- 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
- Establish Nielsen TV panel group exposed to TV ad
- Create Nielsen online panel group exposed to YouTube/GDN ad
- Online delivered more impressions to light TV viewers than TV
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.