Customer Spotlight: Why Tempcover is doing cross-media measurement
Article 6 of 6 in series: Customer spotlight
In this article, Mauricio Ferreira, Brand Media Investment & Marketing Effectiveness Lead, explains why Tempcover (part of RVU) is investing in cross-media measurement and how it helps the brand optimise its media mix and build trust in data-driven decision-making.
The insights we gain from AudienceProject directly impact how we plan and optimise our campaigns.
Why did you start working with AudienceProject?
At Tempcover, measurement is fundamental to how we build trust across the business and ensure our media investments are driving real impact. We started working with AudienceProject to move beyond siloed channel reporting and understand how our campaigns perform holistically across linear TV and digital platforms.
We started with an initial cross-media study in early 2025 to get a clear view of how TV and YouTube work together. The results were very insightful. Within our core audience, the campaign reached a highly significant portion of the population, with YouTube contributing strong, double-digit incremental reach on top of TV. We also saw that YouTube was significantly more efficient at turning impressions into reach, delivering a multi-fold improvement in cost efficiency at the given investment levels.
These insights confirmed that TV and YouTube are complementary channels. TV is strong among older audiences, while YouTube excels at reaching younger demographics. This gave us the confidence to adjust our media strategy ahead of the peak summer period.
What challenges do you see in the industry?
One of the main challenges is that measurement is still fragmented. Linear TV and digital platforms are measured in fundamentally different ways, making it difficult to get a consistent, deduplicated view of campaign performance.
At the same time, not all impressions – or reach – are equal. Digital platforms operate in walled gardens, while TV relies on panel-based data. This makes it difficult to fully understand incrementality and optimise media investments across channels.
Another key challenge is trust. Having data is not enough. Stakeholders across the business need to believe in it for it to drive decisions. This is why we focus on triangulating different methodologies, such as cross-media measurement, econometrics and geo-experiments, to build a more complete and credible picture.
How does our partnership provide you with valuable insights?
The insights we gain from AudienceProject directly impact how we plan and optimise our campaigns. Following the initial cross-media study, we refined our YouTube strategy by expanding our target audience, tightening frequency caps to maximise incremental reach, and increasing our use of best-performing formats. This was validated by strong delivery, particularly on connected TV devices.
We then scaled our approach during the summer peak with a more advanced cross-media study comparing linear TV, YouTube, and Amazon Prime at higher investment levels. Our objective was to determine whether we could cost-effectively optimise our overall ATL budget across TV and digital platforms.
The results reinforced that digital video, especially YouTube, is highly cost-effective for reaching younger audiences, and, at the same time, linear TV continues to play an important role in delivering broader reach, especially among older demographics.
The key takeaway is that these channels work best together. YouTube can efficiently extend reach and manage frequency, while TV ensures scale and presence across the full audience. By combining these insights with our econometrics work with Ebiquity, we were able to build a strong, unified business case. This gave us the confidence to position YouTube as a core part of our media mix and directly supported the approval of our 2026 budget with a more optimised, higher-ROI strategy.
What is your advice to companies that want to start their measurement journey?
Start with testing and build from there. You don’t need a perfect setup from day one. Proof-of-concept studies are a great way to begin, be open about limitations, and treat imperfections as part of the process.
Also, it is important to collaborate with independent partners like AudienceProject and Ebiquity to ensure that your measurement is objective, transparent, and as bias-free as possible. This helps build credibility and trust internally, which is critical if you want your insights to influence decisions.
Another key recommendation is to triangulate your evidence. When possible, validate your hypothesis with different data points. Combining methodologies such as cross-media measurement, econometrics, geo-tests, and lift studies provides a more robust view of incrementality and what’s driving performance.
Finally, focus on turning insights into action. Measurement is ultimately the best vehicle to build trust. Once you have that trust, it becomes much easier to align stakeholders, optimise your media mix, and drive better business outcomes.
Want to start your measurement journey?
Learn more about AudienceProject’s cross-media measurement platform by filling out the form below.
This article is 6 of 6 in our series: Customer spotlight
About this article series
In this article series, you can learn why our customers are doing cross-media measurement with us and how it enables them to make confident marketing decisions.
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