TL;DR
Brainlabs tested integrating Broadcaster YouTube content—specifically Sky Sports’ Women’s Euros coverage—into a Unified CTV campaign alongside Netflix and YouTube. The aim was to capitalise on high-attention broadcast moments beyond the live event, tapping into highlights, interviews, and analysis that keep audiences engaged. By using cross-publisher frequency capping and Programmatic Guaranteed buys, the campaign:
- Delivered +1.4M added unique reach without extra budget
- Achieved 142% of planned reach for the same cost
- Drove 77% product search lift and 61% brand search lift
- Captured demand-led spikes in engagement after key matches
Broadcaster YouTube offers a brand-safe, high-attention channel to extend reach, build effective frequency, and align with cultural moments—without undermining broadcaster or SVOD revenue—making it a powerful lever in Unified CTV strategy.
Insights provided by:
Alex Glover
Managing Director,
Programmatic
Paddy Peel-Barnard
Associate Director,
Programmatic
Nathan Ridout
Senior Account Manager,
Programmatic
