At this point, we have created your forecast
by taking historical TV data and using the conditional Independence model
to deduplicate it with YouTube forecasting data
to give you a likely expected forecast for a campaign containing both TV and YouTube.
Now, let’s look at the forecast based on your campaign setup.
You'll see that some of the settings that you chose
like location, dates and target demographic are available above.
Here you can see that we've created a plan that contains both TV and YouTube.
The next thing you should note is that
we have two curves and two forecasts.
These correspond to what we call the ‘Plan’ and the ‘Comparison’.
These are two versions of your media plan
containing different amounts of YouTube and TV,
so you can easily compare different types of plans against one another.
[Gesture towards the headline.]
You'll see in the headline that there is a plan, a comparison, and a difference.
The ‘Plan’ corresponds to this bar on the side right here
[gesture to the top budget % slider].
The ‘Plan’ is automatically set to the TV and YouTube budget split that maximizes
the total potential 1+ on-target reach.
The ‘Comparison’ is the status quo.
You will find that the comparison matches the TV campaign details
that you input at the first step with the exception of the # of TRPs.
Here you will see key reach planning metrics across the two plans.
We will show you:
1+ on-target reach
Average frequency
Please note that the average frequency is the average number of times people have been
reached by your campaign message.
The N+ on-target reach shows you only the reach of people who have seen your advertisement
a minimum number of times that you specify.
The total and the On Target CPM
On-target being the CPM corrected for only delivery against your selected demographic
Target rating points; and
Cost per rating point
Down below, you will find the same comparison in a more visual format.
Reach Curve Reach Planner show you the reach of a TV only
plan compared to the TV plus YouTube plan
Demographic breakdown
Reach Planner will show you breakdowns by demographics in all countries.
Reach and frequency against the population you want to reach of adults across various
age groups.
TV viewership
In some countries, you'll have the ability to see the breakdown by TV viewership.
This is determined by taking TV viewership for all adults aged 18 and above and
breaking it down into three equally sized segments of people
who are non and Light TV viewers,
people who are medium TV viewers,
and people who are heavy TV viewers
based on the amount of television they’ve watched in minutes or hours.
Then we reflect the combined TV and YouTube reach of the campaign
against non and light TV viewers, medium TV viewers, and heavy TV viewers.
[Reference the product table]
Here’s one of my favourites -
the campaign table!
This allows you to see the specific breakdowns of the individual YouTube campaign for the
‘Plan’ specifically.
Click the blue dot to edit the YouTube campaign [gesture to the Plan].
Now you have the ability to start making changes
to understand the relative effects on your forecast
of changing elements of your plan.
For more information on how to review your forecast,
see the link in the description below the video.