The Incremental Reach and Cost Efficiency of Online Video Ads over TV Ads
Venue
Google Inc (2012), pp. 1-17
Publication Year
2012
Authors
Yuxue Jin, Sheethal Shobowale, Jim Koehler, Harry Case
BibTeX
Abstract
As people spend more time online, an increasing number of brand marketers are
including video ads in their advertising campaigns. These advertisers would like to
know the incremental reach and cost efficiency of their video and display ads
compared to their TV ads. In this paper, we measure the incremental reach to a
target demographic and estimate the cost per incremental reach point of YouTube
(YT) and the Google Display Network (GDN) compared to TV ad campaigns. We consider
two media planning scenarios: what it would have cost for the TV ad campaign to
have delivered the equivalent of the online incremental reach, and what saving
could have been achieved by having spent less on TV ads and complementing them with
online ads for a given reach goal.
