Observed Signal · Sep 21, 2026 · Case Study · Source: Horizont · Impact: 3/5 · Sentiment: Positive
CTV, Media Planning Market: Iberogast's Big Screen YouTube Strategy Boosts Reach by 17 Points
At the YouTube Festival 2026, Bayer's Consumer Health brand Iberogast presented a case study on shifting TV budget to YouTube to reach younger audiences. Facing an awareness gap among 25-44 year-olds, Bayer used Google's DV360 Reach Planner to model an integrated cross-media plan. The recommendation was to shift 30% of the TV budget to YouTube, targeting Connected TV (Big Screen) with non-skippable ads. The campaign achieved a net reach of 67%, 17 percentage points higher than a pure TV campaign, exactly as predicted. Brand Lift data showed a 41% increase in ad recall and a 7% increase in purchase intent. This pilot has become the new standard for Bayer Consumer Health, which now orchestrates a holistic Big Screen strategy across its brand portfolio, planning linear TV and YouTube together.
Demonstrates a successful shift from linear TV to CTV/streaming, highlighting the effectiveness of integrated planning tools, relevant for AdTech and media planning.
Wichtigste Kernpunkte & Evidenz
- Bayer shifted 30% of Iberogast's TV budget to YouTube as recommended by Google's DV360 Reach Planner.
- The campaign reached 67% net reach in target audience, 17 percentage points higher than a TV-only campaign.
- YouTube reaches 57 million German users monthly, including 20.7 million via Connected TV.
- Brand Lift data showed a 41% increase in ad recall and 7% increase in purchase intent.
- The integrated planning approach is now the new standard for Bayer Consumer Health's brand portfolio.
Verknüpfte Unternehmen
4 verknüpfte UnternehmenYouGov
Marktforschungs- und Consumer-Insights-Plattform, die auf einem eigenen proprietären Panel basiert.
“YouGov Brand Index and Brand Tracker used to measure brand awareness and awareness gaps....”
Kantar
Marktforschungs- und Medienmessungs-Anbieter für globale Marken und Enterprise-Marketer.
“Kantar conducted the Future of Video study for Germany 2026 with Google....”
Bayer
Ein diversifiziertes Life-Science-Unternehmen, das die Bereiche Pharma, Consumer Health und Agrarwirtschaft abdeckt.
“Anne Cott, Media & Digital Marketing Manager at Bayer Vital GmbH, discussed the Iberogast campaign....”
Suchmaschinen-, Video-, AdTech- und Cloud-Gigant innerhalb des Alphabet-Konzerns.
“Jan Wassmann and Anna Lorenz from Google co-presented the case at the YouTube Festival....”
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