• by Joe Mandese , 6 hours ago

Among elite professional golfers, Bryson DeChambeau is known for applying science and engineering as well as his athletic skills to the sport. It seems he does the same thing with his business offerings outside the sport, including his burgeoning role as a sports celebrity influencer and a YouTube creator.

Turns out, he also understands a thing or two about media reach and frequency, as well as ROAS.

“If you look at live broadcast, that’s great. There’s a place for that,” he told the CMOs and media buyers in the crowd at the Cannes Lions festival this morning during a conversation with YouTube Chief Business Officer Mary Ellen Coe.

“You can spend ad dollars and spend money on promoting your brand through those platforms,” he continued, adding: “But the thing I have to harp on to a bunch of CMOs all the time is the staying power that they have with content creators on YouTube.”

Instead of real-time reach, DeChambeau said he touts the longevity reach of content in creator libraries on YouTube "forever."

“There’s going to be people that come and watch your videos 15 to 20 years down the line and your brand will still be there. And I think that’s a massive value-add compared to some other alternative sources.”

If it sounds like DeChambeau wants to kill broadcast’s golden advertising goose, that’s actually not the case. He said he is really just advocating a more diverse media plan, including YouTube and other content-creator platforms for the residual branding effect.

“I’m actually saying that there’s potentially a better opportunity to spend those dollars,” he explained, adding: “And actually create a positive ROI on those marketing dollars.”