Observed Signal · Sep 21, 2026 · Case Study · Source: Horizont · Impact: 3/5 · Sentiment: Positive
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.
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Key Takeaways & Evidence Grounding
- 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.
Connected Companies & Entities
“Anne Cott, Media & Digital Marketing Manager at Bayer Vital GmbH, discussed the Iberogast campaign.”
“Jan Wassmann and Anna Lorenz from Google co-presented the case at the YouTube Festival.”
“Kantar conducted the Future of Video study for Germany 2026 with Google.”
“YouGov Brand Index and Brand Tracker used to measure brand awareness and awareness gaps.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
YouTube Festival 2026: Brands See 90% More ROI Than TV
At the YouTube Festival 2026 in Berlin, Google executives and brand marketers highlighted YouTube's growing importance in media planning. Philipp Justus, Google's VP Central Europe, emphasized YouTube's cultural influence, while Marianne Stroehmann presented data showing 90% more ROI compared to TV. Case studies from E.ON and Nestlé demonstrated successful creator collaborations and the effectiveness of YouTube in driving brand consideration and conversions. Bayer's media planning with Display & Video 360 increased reach from 45% to 67%. The event underscored a paradigm shift from traditional TV advertising to creator-driven, culturally embedded content on YouTube.
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Microsoft 365 Global Outage Sparks European Digital Sovereignty Debate
A global Microsoft 365 outage disrupted Outlook, Teams, SharePoint, and Copilot in at least 74 countries, including Japan's government offices which reverted to paper. Microsoft attributed the issue to unexpected server load, rolled back a recent configuration change, and found no signs of attack. The outage triggered widespread debate on Europe's digital sovereignty and dependence on US tech giants, with voices like Sascha Pallenberg and Werner Gold calling for alternatives. Experts suggest practical measures like multi-cloud strategies and dependency mapping over radical exits. The outage also impacted AI tools like ChatGPT and Claude via Microsoft connectors, highlighting shared infrastructure risks. Google Workspace remained available, contrasting with the Microsoft disruption.
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