Great case study from Think with Google and Anheuser-Busch InBev on total #videoadvertising measurement, bridging Linear and Digital advrtiding- https://bit.ly/3ywj3XN
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 (https://lnkd.in/ezAWF85A). 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.
