This matters a great deal for FMCG brands – where the majority of sales still happen in an offline environment. Infact, this holds true for insurance as well (ROPO – Research online, purchase offline).
Google (with Oracle) is piloting how to measure the direct sales impact of YouTube ads on offline retail through a recent bunch of tests. Read more here: Measuring offline sales as a result of YT’s TrueView ads
Excited to see how we can use this in the very near future!