You manage a beauty brand and know that current viewing trends make it harder than ever to deliver reach and results with TV alone. So, you're considering adding YouTube to your media plan to help achieve your efficient reach and frequency goals. What tool or solution should be used as the first step to explore cross-media impact and forecast reach?

To explore cross-media impact and forecast reach when combining YouTube with traditional television, the first step should be to use TV data in Reach Planner. This tool allows advertisers to integrate historical television campaign data—such as reach, frequency, and Target Rating Points (TRPs)—into their digital media planning workflow to see how different budget allocations between TV and YouTube affect overall unique reach. By leveraging trusted third-party TV measurement data alongside Google's proprietary forecasting models, Reach Planner provides a deduplicated view of the audience, helping brands identify opportunities to reach "light TV viewers" and reduce wasteful frequency among regular viewers, ultimately ensuring a more efficient and balanced media mix.