With the proliferation of Online videos and VOD through Mobile, Indonesian-millenial-male are spending higher time watching online videos than before.

An online platform like YouTube is already the 2nd-most-reached video channel when compared to the 11 TV channles across Indonesian-Millenial-male-audiences.

However, online video was initially being used as a brand imagery building element across campaigns that targeted male-millenial-audience. There was a clear opportunity to use it as a reach platform.

Taking this insight into perspective, Unilever decided to synergise and complement TV reach with online-video-reach across the male-millenial-audience, thereby ensuring multiscren as a hygiene in the future.

Our objective was threefold:

1. Assess the opportunity that online video has to complement/ replace TV reach at the most efficient cost

2. Bring the science of TV planning to online videos and

3. Deliver multiscreen plan demonstrating a higher brand impact (awareness) than a TV only plan

Our over 22 million Indonesian male millenial are entertainment-savvy and are spending close to 40 minutes per session watching online videos, majorly through their smartphones. This audeince is also spending about 10% less time watching TV compared to last year.

Therefore, delivering this communication through a combination of TV and mobile videos became imperative to drive incremetal reach. Audience data simulation told us that running a TV plus mobile video campaign would help us deliver upto 4% incremental reach.

We put an audio content recognition study, a first of its kind technology and measurement used in the APAC region to measure cross media exposure and reach using actual-beahavioural-signals rather than claimed responses alone.

This technology was enabled through an app, sitting on a smartphone that recognises sound signals from TV ads (upto 6ft away from the televsion) and online-video-ads delivered on the phone and measures the cross exposure.