Measuring Incrementality
for IKEA with Advanced TV
YouTube is a key channel for IKEA in their quest to showcase sustainable solutions that are accessible to a range of wallets and circumstances. To reach net new users across connected TV and YouTube and prove incremental reach across these digital channels on top of their linear TV plans, they turned to MiQ for help.
Measuring Incrementality
for IKEA with Advanced TV
YouTube is a key channel for IKEA in their quest to showcase sustainable solutions that are accessible to a range of wallets and circumstances. To reach net new users across connected TV and YouTube and prove incremental reach across these digital channels on top of their linear TV plans, they turned to MiQ for help.
The goals were three-fold:
- To get consumers to start living more sustainably at home
- To reach net new users across connected TV and YouTube
- To prove incremental reach across these digital channels on top of their linear TV plans
- Integrated MiQ’s data ecosystem with YouTube’s to leverage additional insights such as subscriptions, video likes, video counts and views – enabling greater campaign optimisation
- Using ACR data, segmented linear TV exposed audiences into light (1-2x) and heavy (3x +) TV exposed audiences
- Built a media plan to provide IKEA with incremental reach of underexposed linear TV audiences, giving an overall view on reach figures across linear TV, connected TV and YouTube
- Activated on connected TV with focus on AVOD streams
- YouTube and connected TV delivered 4% incremental reach across audiences that we were not exposed to linear TV
- This saved IKEA £200K
“We’re seeing viewing habits change in the UK – people are streaming content now more than ever, resulting in more fragmentation and silos when planning, activating and measuring TV. That’s why it’s integral for media buyers and planners to prove the effectiveness of incremental reach, and that’s exactly what we did with MiQ for this campaign. We showcased the benefit of combining both digital and linear for a holistic TV strategy – working in tandem to ensure we’re providing the best solution and savings for our client”
