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.
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
4 Entities mappedYouGov
Market research and consumer insights platform built on a proprietary panel.
“YouGov Brand Index and Brand Tracker used to measure brand awareness and awareness gaps....”
Kantar
Market research and media measurement provider for enterprise marketers.
“Kantar conducted the Future of Video study for Germany 2026 with Google....”
Bayer
Diversified life sciences company spanning pharmaceuticals, consumer health and agriculture.
“Anne Cott, Media & Digital Marketing Manager at Bayer Vital GmbH, discussed the Iberogast campaign....”
Search, video, adtech and cloud giant within Alphabet.
“Jan Wassmann and Anna Lorenz from Google co-presented the case at the YouTube Festival....”
Ontology Mapping & Concepts
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