Total Video Advertising- Linear + Digital Planning @ Anheuser Busch InBev

Great case study from Think with Google and Anheuser-Busch InBev on total #videoadvertising measurement, bridging Linear and Digital advertising:

Love the three axioms laid out- #1 get out of channel/platform silos, #2 plan for total reach, #3 Balance long-term on short-term. For #2 beyond Google Reach Planner mentioned in the article, it is important to connect linear and Digital audiences using #ACR data mapped to device IDs/mobile Ad IDs (MAIDs). For #3, long-term impact can easily be added by leveraging YouTube‘s BrandLift tool ( In fact a cool add to this approach would be to test audiences built from TV in Digital to measure the combined lift of TV+Digital on awareness. 

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