IEP
Summer brand lift through non-skippable YouTube on CTV
99%
of impressions delivered on TV screens
$8.97
cost per 1,000 people reached
95.1%
of impressions watched to the end
A Midwest destination marketing organization running non-skippable YouTube in two markets, Chicago and Milwaukee, from June 17 to August 10, 2026. We handled media planning and buying, inside an agency team.
Three quarters of the budget on Chicago, a quarter on Milwaukee. Even pacing at about $675 a week in Illinois and $225 in Wisconsin, every full week of the flight. Impressions per person held around 1.2, so the budget bought new people instead of repeats.
$7,000.54 delivered 912,035 impressions, 902,550 of them on connected TV, reaching 780,651 unique people across both markets at $8.97 per 1,000 reached. 95.1% of impressions were watched to the end and 94.5% were viewable.
Chicago: $5,250.10, 683,436 impressions, 597,459 people reached, $8.79 per 1,000 reached. Milwaukee: $1,750.44, 228,599 impressions, 183,192 people reached, $9.56 per 1,000 reached.
A TV screen has no button, and the flight drew two clicks in total, exactly as expected. The job was to put the destination in front of as many households as possible, in full, on the biggest screen in the house. It is read through branded search and site visits from both markets, not through clicks. Completion rates reflect a non-skippable format.