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Witt documents how TV and YouTube work together to reach women 45+ more effectively

Advertiser case

Client

Witt is an international fashion retailer with a history spanning more than 115 years. With a strong foundation in catalogue retail, a growing online presence, and around 110 stores across Germany, Witt offers customers a seamless shopping experience across all channels.

Problem

Following a successful spring/summer YouTube campaign, Witt wanted to better understand how YouTube and TV contributed to campaign reach among its core audience of women aged 45–64.

An internal cross-media reach analysis had already indicated strong YouTube reach among women 45–64, but Witt wanted an independent source of truth before making future media investment decisions. In particular, Witt needed to understand how YouTube complemented TV, how much incremental reach the platform delivered, and whether the combined media mix could be optimised to reach the target audience more efficiently.

Solution

Witt partnered with AudienceProject to run an independent cross-media measurement study of its autumn/winter campaign across YouTube and TV.

The study provided Witt with a holistic view of campaign performance across the two channels, documenting total reach, incremental reach and cost efficiency among key female age groups.

By comparing the contribution of TV and YouTube, both independently and combined, AudienceProject helped Witt understand how the channels worked together to maximise reach and identify where future media mix optimisations could be made.

Outcome

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incremental reach among women 45–54 with YouTube

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total reach across YouTube and TV among women 55–64

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lower cost per GRP on YouTube versus TV among women 45–54

AudienceProject’s study showed that YouTube added significant incremental reach to Witt’s TV activity, particularly among women aged 45–54 and 55–65. The highest total reach across TV and YouTube was achieved among women 55–64, demonstrating the value of combining the two channels together to reach Witt’s audience at scale.

The study also showed that YouTube was highly efficient in reaching Witt’s target audience. Among women 45–64, YouTube was twice as efficient as TV in target group reach, while the cost per GRP was 51% lower than TV among women 45–54.

With these independent cross-media measurement insights, Witt gained a clearer understanding of how TV and YouTube complement each other and how future campaigns can be planned to reach more of the right audience as effectively as possible.

Words from our client

AudienceProject’s independent cross-media measurement gave us a much clearer understanding of how TV and YouTube work together to reach our audience. The insights documented YouTube’s incremental reach and efficiency alongside TV, giving us a stronger basis for optimising future media investments and reaching our core demographic more effectively.

Florian Burger Head of Digital Advertising and Social Media

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