TV-Sync Campaigns

Case Study.

Background :
When family business Fisherman’s Friend, who produces over five billion throat lozenges a year, was launching a new flavor in Switzerland, they turned to comtoGether to drive awareness and purchase intent in Switzerland. We used Brand Lift in real-time to optimize targeting throughout the campaign, reaching 500K unique viewers and generating a 14.2% overall lift in purchase intent and 38.5% lift in purchase intent among their M25-44 target.

Optimal TV-Sync on YouTube :
With current studies showing that over 50% of Swiss TV viewers now use smartphones and tablets as a second screen device while watching TV, comtoGether implemented its in-house TV-Sync solution to synchronize YouTube video campaigns with the broadcast of the TV spots.

A natural complementarity between TV and YouTube for a maximum Reach :
Research consistently demonstrates that the brand impact of seeing an ad on TV and YouTube is greater than seeing the ad the same number of times on TV alone. In fact, analyses conducted in multiple countries show that close to 90% of TV only campaigns would have benefitted from having a dual TV / YouTube campaign.
Indeed, while TV already reaches more than 95% of medium and heavy viewers, light TV viewers, who watch TV less than 31 minutes a day and represent a third of the population, can be effectively reached only through a combination of TV and YouTube ads. This incremental reach allows then a 95% coverage for Light TV Viewers, and close to 100% for Medium and Heavy TV Viewers.



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