YouTube & OLV
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Years of experience
7
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Spend managed
$20.000.000
From my experience the best channel that combines increasing brand awareness + consideration while at the same time driving direct response/acquisition is YouTube. Yet, it's difficult to get it right.
The major success factor of YouTube is creative and how people respond to digital video creative has changed rapidly with the advent of TikTok and super short form video content and user generated content. Good creative is one that has been through the fires of testing continiously, not an easy task.
In addition, this channel is not straightforward to measure. Unlike other performance marketing channels where we can capture clicks, the majority of YouTube is non-click based. This brings a unique set (but very interesting) of challenges on how to measure performance and optimize accordingly.
See how I solved for these challenges in my cases below.
