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?

Analysis of Correct Answer(s) - Insights Finder: This is the correct choice because it is a planning tool designed for the initial exploration phase. It helps advertisers understand audience behavior and media consumption across different platforms, including TV and YouTube. By using Insights Finder as a first step, the beauty brand can discover key audience insights, explore the potential cross-media impact, and get a high-level forecast of how adding YouTube can efficiently complement their TV strategy to achieve reach and frequency goals.

Analysis of Incorrect Options - Brand Lift and Search Lift: These are measurement solutions, not planning tools. They are used during or after a campaign runs to measure its direct impact on brand metrics (e.g., awareness, consideration) or on organic search behavior. They cannot be used to forecast reach before a campaign is created. - TV data in Reach Planner: While Reach Planner is a forecasting tool, Insights Finder is the more appropriate initial step for broad exploration. Reach Planner is used for more detailed media planning, often after initial insights have been gathered. It allows you to upload specific historical TV data to model the incremental reach of a YouTube plan, which is typically a step that follows the initial discovery phase conducted with Insights Finder.