Ad Effectiveness and Incremental Reach (Italy)
Television is traditionally the starting point for any media campaign looking to reach as wide an audience as possible. But digital has a role to play, too, providing a measurable incremental reach compared to traditional media alone. In a recent four-month campaign targeted at three different demographics, we found that the incremental reach generated by YouTube for Google+ was increased when complemented by television. In fact, for the 14+ market, it was greater than in previously evaluated campaigns.
- Published July 2012