YuMe and Nielsen Find Online Video Buy Boosts TV Campaign

January 26, 2012 Source: Adotas

 

To show how well online video and TV campaigns work together, video advertising platform YuMe and Nielsen examined the effect of a $500,000 online video buy on a major healthcare brand’s $2.6 million TV campaign while the two were running concurrently. The results, shared by YuMe Senior Vice President of Marketing Ed Haslam over on Adotas, are pretty impressive:

 

"The online ad flight increased reach by 7 percentage points against the 35- to 54-year-old audience. More than 6 million people in the target demographic were not reached by the TV schedule, but instead were picked up only when online video was added to the schedule. Almost 9 million people were exposed to the campaign on multiple screens."

 

Read the full article to see how online video and the multiscreen experience improved brand lift.

 

Read the full article at: 
Adotas

Comments

#1 anne george smithfield - July 16, 2012

I'm always a stickler for methods and given that YuMe is a video ad network it's important to know what they were looking at and how they gathered the data. The data sources included Nielsen TV/Internet Data Fusion, tv commercial production, which integrates Nielsen's National People Meter Panel with the Nielsen Netview panel to obtain a clear picture of cross-platform reach, as well as Nielsen National Television Ratings, Nielsen Monitor-Plus, and Nielsen IMS software.

#2 marcy smith - June 25, 2012

The idea is brilliant. It is a perfect way to get the best results. I think major brands should focus all their efforts into finding the best solution to optimize the increase of the target. For example if you want to advertise psychic reading you have to focus mainly on a specific target: women (25-50) and the advertisments should be focused only on this demographics.

#3 darren sy - June 6, 2012

That was a great idea, the figures are also competitive.

ipad keyboard