Inside Google Marketing: How we think about digital-first planning
“But does it work?” you ask. Our tests show that it does. Digital video can drive reach just as fast as TV, in the same time period, with similar results. Let me share an example.
Digital-first strategy for a high-stakes launch
Late last year, in the midst of the most important selling season against huge sales targets, we worked with Google’s hardware marketing team to compare the reach levels of digital video and television for the launch of our Pixel 3 smartphone.
The two-week experiment was simple. During week one, ads ran on national TV in the U.S. and were dark on YouTube. Week two was the reverse: no TV, all YouTube. Our hypothesis was that in the U.S., YouTube could generate as many target rating points (TRPs) in a week as television, at comparable reach levels, with similar results. For both channels, our target demographic was adults ages 18 to 49. We measured reach results for TV using Nielsen TV Ratings; for YouTube, we used Nielsen Digital Ad Ratings.
Test results confirmed our hypothesis. We found that YouTube scaled higher than TV in a one-week period, with several key advantages, such as reaching more young adults ages 18 to 29.1 Nielsen also reported that YouTube’s unique reach of audiences of 18- to 49-year-olds was 36% higher than that of TV,2 and that YouTube reached an audience five years younger, on average.3