food & beverages

A Two-Pronged Approach

A Two-Pronged Approach

Kyle Holtzman – Business Lead Restaurant Vertical, Google

Bennett M. Kaufman – Cross-Media Measurement Lead, Google/YouTube

Michelle Smiley – Analytical Lead Restaurant Vertical, Google



In this session, speakers Bennett M. Kaufman, Kyle Holtzman and Michelle Smiley of Google explored a two-pronged approach to cross-media measurement and planning that considered the full-funnel impact across traditional TV and streaming video (YouTube), to make sense of all the "disparate forms of data and measurement." The approach considered a geo-based experiment and audience incrementality to demonstrate and solve the following challenges: to retain current loyal customers, to age down the brand and to appeal to new consumers (Generation Z). The speakers presented a study done by Google in partnership with Burger King to test a new experimentation strategy to understand and measure the relationship between Linear TV and YouTube. The speakers touted the benefits of this method as repeatable and customizable across a variety of media channels, in addition to being timely, omni-channel and privacy safe.

Key Takeaways

  • The geo-based experiment addressed the understanding of changing behavior in the physical stores for Burger King, through increased sales related to media spend. This technique gave the ability to measure the uplift between control and treatment to understand media impact. The geo-experiment focused on three KPIs: store sales, store transactions and deal take rate (promotion featured in the ad).
      • Results from the geo-experiment indicated:
    • Store sales generated by linear TV were flat but store sales increased in views from YouTube.
    • Store transactions generated by linear TV decreased while YouTube views increased store transactions.
    • In terms of the deal take rate (deal shown in the ad) the take rate was higher generated by linear TV, though it still generated positive returns from YouTube.
  • Audience incrementality testing was conducted by Comscore (3rd party incrementality validation). Through this process, they wanted to understand if they were reaching a new target audience and if their message was reaching anyone that may not have heard their message on linear TV alone.
      • Audience incrementality testing resulted in the following:
    • Accounting for the target audience of adults 18-49 was critical in the short and long term.
    • YouTube reached 78 million adults ages 18-49. In addition, 34 million of the viewers were YouTube-only, unique viewers.
    • There were 43,365,489 cross-platform unique viewers.
    • 20,680,526 were unique linear TV-only viewers with 64 million total linear TV viewers.

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