This is a recording from AMZ Innovate 2025 in New York City. Brett Curry breaks down why YouTube is a fundamentally different growth channel than Meta, TikTok, or Amazon ads, and why most brands struggle when they treat it like “just another social platform.” He explains the four key ways people use YouTube (searching, streaming, scrolling, shopping), shares a proven creative formula to keep viewers from skipping, and walks through an Arctic case study showing measurable lift in branded search and Walmart sales. Finally, he covers why YouTube measurement often understates true performance and what to track instead (search lift, sales lift, geo holdouts, Amazon + DTC combined impact).

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

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Chapters:

(00:12) Intro

(01:11) YouTube is the missing piece for ecommerce growth

(04:07) YouTube on CTV + why creative can’t be a direct Meta/TikTok copy

(06:50) Examples of YouTube-powered brand growth (Dr. Squash, Native, BOOM)

(10:20) Creative strategy: length, formats, and what actually converts

(11:12) The 5-part YouTube creative formula (hook → CTA)

(14:34) Creative examples breakdown (RTIC durability, Native UGC montage, OPO Pop)

(15:51) Sponsor Offer: Loop Subscriptions

(21:18) What metrics matter for creative feedback loops (view rate, watch time, clicks, CVR)

(26:01) Why YouTube under-measures + incrementality findings (House Analytics)

(28:36) The “trifecta of lift”: Amazon baseline + search lift + overall sales trend

(30:41) Sponsor: Fermat (AI-native commerce platform)

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Connect With Brett:

• LinkedIn: https://www.linkedin.com/in/thebrettcurry/
• YouTube: https://www.youtube.com/@omgcommerce
• Website: https://www.omgcommerce.com/
• Request a Free Strategy Session: https://www.omgcommerce.com/contact

Relevant Links:

• Sponsor Offer | LOOP (Mention Ecommerce Evolution): https://www.loopwork.co/
• Sponsor Offer | Fermat (Mention Ecommerce Evolution): fermatcommerce.com

Transcript:

Brett Curry:

Hey, thanks again for tuning in this episode's brought to you by OMG Commerce. That's my agency. Hey, we're specialists at creating omnichannel growth for brands profitably. Now, the greatest brands we know are no longer just D two C. Yes, they're masters of D two C, but they're also growing and scaling on marketplaces and in retail stores. And we understand the complexities of how to grow in all of those channels from a campaign strategy, a creative strategy, and a measurement strategy. In fact, we recently won a Google Agency Excellence Award for helping Arctic coolers grow their retail sales in Walmart using YouTube. We've helped add almost eight figures in growth on Amazon for brands, and we've even helped a brand go from nine to 10 figures. And so we want to help you grow. So if you're not satisfied with your growth in any of those channels or you're looking to unlock new growth, we should probably chat.

Visit us@omgcommerce.com, click that Let's Talk button. We love to schedule a strategy session with you. With that back to the show. Well, hello and welcome to another edition of the E-Commerce Evolution podcast. I'm your host, Brett Curry, CEO of OMG Commerce. So we've had the privilege, my agency, we've had a pro. You're working with some really cool brands. So Native Arctic. I'm going to break down an Arctic case study here in a bit. Dude wipes, just doing a really cool campaign right now for little dudes. They're kind of their answer to baby wipes, but cooler called Little Dudes. And so we have a full service Amazon agencies. We'd manage Amazon, we do meta, we do email, we do retention. But man, YouTube, YouTube is this piece that people are missing and the people don't understand and the people don't exactly know how to leverage. And so we've had the privilege, we manage about a hundred million dollars a year and ad spend want some awards, and I share that to say all the strategies that I'm going to walk through here are based on data, real appliance, real experiences that are going to break this down for you.

But here's the real issue, why more people are using YouTube. It's different. Not the same as Meta, not the same as TikTok. It's very, very different from Amazon advertising. It's just a different beast. And so if we want to understand how can we use YouTube to influence shopping behavior, how can we use YouTube to get people to be aware of our brand, to buy our brand? They don't understand how people are using. How are people using YouTube? And it really comes down to four key activities or modes that people are in when they're running YouTube ads. So there's searching, there's streaming, there's scrolling, and there's shopping. So kind of break this down a little bit. YouTube is the number two search engine behind Google. So more people do searches every day on YouTube and on any search engine including AI search other than YouTube people trying to learn stuff, find stuff, that sort of thing.

Scrolling right on the YouTube mobile app or if we're on YouTube shorts, we're scrolling. That's the mode that's most like other social platforms. Then there's streaming. How many of you guys watch YouTube on connected TV is on your TV screen or your kids do? I know for my kids, we let them have TV time. Several of them just want to watch their favorite YouTube creators. They're not watching cable, they're not watching any of that stuff. They want to watch YouTube on tv and then they're shopping. We're researching products. We can actually discover products on YouTube. We could click it, buy product directly from YouTube. So it's really these four modes, but they're all different. And so we again understand how we interrupt people. Now, this is kind of crazy. I've been doing this for a long time. This number has been changing over the last couple of years.

So this is market share of streaming platforms specifically on connected TVs. YouTube has been the leader for two years and the lead is extending. So even last year was 10%. Now it's 12.4% therapeutic Disney, they'll be paramount. They're bid NBC, they're crushing Netflix. Take all the smaller ones combined. YouTube is bigger. This is based on time spent on TV screen. So if you want to influence people through tv, you use YouTube. And so this element though, this element of YouTube, it's way more like TV because it's on tv. So you can't just take your meta ad and translate it directly here. You can't just take your TikTok, add it, translate it directly to a TV street. It needs to be a little bit different. Also, YouTube is the number one podcast platform. My guess is if you've got a podcast you love, they're on YouTube and that's maybe where you watch.

I have a podcaster. I run the E-Commerce Evolution podcast talk to a lot of podcasters. And most of the people that I talk to say that their YouTube viewership for their podcast is growing and audio in some cases is staying kind of flat. So YouTube is a podcast platform and we're in a different frame of mind. We're watching a podcast. It's long form. We're in it for the whole episode, most likely great place to advertise someone, show them new product. This is also a little bit different, right? I'm a huge TikTok fan. My buddy Josh ha is going to be talking about TikTok shops. There's a difference though, between YouTube creators and TikTok creators. You may be served an ad on TikTok or see a video just because of its viral nature. You've never followed that creator before. You may never see them again, but you see that ad or that video with YouTube, it's usually creators that we've got a relationship, this is a creator that we've watched 5, 10, 15 videos.

We're subscribing, we really get to know them. So it's a different trust factor. So 98% of people say they trust YouTube influencers more than any other influencer on any other platform. But ultimately the reason YouTube is different and the way we have to approach is there are different creatives. So the way we structure our ads, it's different because there's different modes and different screens, different campaign structure, different algorithm, different bidding. All of that does not sponsor product ads, not even sponsor brand video. This is something different. And then this is where a lot of people lose heart, give up, abandon ship, say YouTube is not for me. It's because of measurement. It's a different beast to measure. You got to kind of be ready for that and up for the task or else it's not time to look at YouTube, but I believe it's the most powerful growth engine your likely missing right now.

Can you give a couple examples here, Dr. Squa, anybody blown away by their valuation, we saw that Unilever 1.5 billion, freaking crazy. So we did not work directly with them, but Raindrop agency close partner of ours, they did all the original Dr. Squat ads and one of the original ones won YouTube out of the year in 2020. Just found out recently that during that hypergrowth stage when Dr. Squash was crushing it on YouTube, their media buyers were following my YouTube course. So I put out a YouTube course with Ezra Firestone, he's speaking later today. And the guy told me just a few months ago, I was like, oh yeah, we were consuming your course and just doing what you said. And so I was like, oh, sweet. Would love to get some equity, maybe some shares. But that didn't not work out native. We didn't work directly with them.

So they were a client for about six years. When we started with them, they were about a hundred billion dollars in sales. Modi a founder, awesome guy. He tweeted recently, beginning of this year they did a billion dollars in sales. Last year ne did on about 20% EBITDA margin. So 200 million in profits, they bought native for like one 23 million that paid off for them. That was a good investment then just pretty crazy. But we mapped out their YouTube strategies for retail and for D two C and then boom, my city Joseph, like I said, you'll hear from Measure Firestone later today is one of the keynotes. We ran all their Google their YouTube but still do for maybe 10 plus years. We launched them on Amazon, so they were not on Amazon. We built out storefront listings, Amazon ads strategy did all of that. They did 6 million in sales the first year on Amazon and it did not cannibalize their D two C business very much.

But the reason that all happened is because they're spending a lot of meta spending a lot on YouTube. They had this demand creation engine flowing. There's a lot of people that wanted boom and a lot of people that wanted boom, went to Amazon, didn't see it there and bought something else. So we were able to capture that. But really this speaks to just the power of building a brand off of Amazon. Now, can you win in this scenario? So you want to win on best wheeled coolers. I'm a big fan of the coolers with wheels, right? You got to lug in something around that's just full of ice and drinks. You got to use wheels. Can you win in this scenario? Can you win on a purely search basis? I think you can and I think you should, but I also think slugging it out in the SERP can feel like a knife fight sometimes versus is really brutal.

It's just brutal and it's harm, right? So you got to do that, but I think it's even better to do this. I'm going to break down Arctic in a minute, but what if you showed people how awesome your coolers are and they end up looking for you on Amazon now they largely skip your competitors. You dominate this resolve and now you win the sale. So ideally you want to do both, but I think you gained real advantage when people are coming to Amazon looking for you. Totally changes again. So you have three keys to make YouTube work for you. You're going to break those down right now. We're really some examples. Watch some ads and have some fun. But the first part is you got to nail your creative strategy. This is really where the battle is won or lost. It's with your creatives and there's a few things to consider here.

So I'll go a little bit technical, I'm going to give you a formula and then I'm want to watch some as I think that's the best way to learn. So what's interesting, I know the trend on meta has been shorter ads, although I hear that's kind of maybe reversing with the Andromeda release, but YouTube, 45 seconds up to three minutes, that's the sweet spot. We've never seen 15 second ads really crush it. The shorter ads though, they usually don't drive conversions. People need to stick with the video, see your product in action, get all the features and benefits and then they're more likely to purchase. So a little bit longer. There are elements of your ads that can feel like a meta ad and elements that feel like tv, I'll show you, you'll see that. And then you want both the vertical as on by 16 for shorts and mobile and then 16 by nine for tv, desktop and also part of mobile.

And I will say the core of YouTube, the foundation of YouTube is that 16 by nine video because 50 to 6% of views are on tv. Sometimes we're watching a longer form piece of content on our phone, we're still pooling it in landscape mode. And so that 69 is core for YouTube. Alright, here's create a formula. I don't like to get super formulaic because I think sometimes you got to do something that fits for the product and you don't want all your work to be just a copycat of somebody else, but these are elements that have to be there. So first of all, the hook. This is where we spend the most time word with a creative partner. We're reviewing the performance of a campaign. How strong is that hook? You got five seconds, right? Five seconds and then that magic skip ad button pops up.

Some people are hovering over the button to press that they hate you for interrupting them, but you have five seconds to win 'em over. You have five seconds to make them say, well, a little bit, maybe just maybe this ad is worth watching. We've all done that, right? We're all like we're ready to skip. Maybe I'll give this another 10 seconds and see what's here. And by the way, that is actually the point of the hook. The point of the hook is not to close the deal. The hook can close the deal. The point of the hook is to get them to keep watching and to stay to get the right person to keep washing. So logos, important product demo. We want to see the product in action, either an actual demonstration of the product. So I'm using it, I'm using the cookware, I'm putting on the makeup, or you're showing the end state of what your product will do.

Taking a supplement out. I feel better now I'm running, now I'm lifting my kids up, whatever. So show me the product of action. Some kind of social proof. It could be reviews, could be actual UGC, but I need some kind of social proof that other people like me, I've used this product and it's worked for them. Got bust objections. I'm from Missouri. Anybody else here from the state of Missouri, right? St. Louis from Springfield. Yeah. So Missouri for those know the show me state and it's very charming. Our state animal is the mule. So we are all a bunch of donkeys out there in Missouri. But the key there is like you've got to show us. So we're not going to believe you right there. We all have objections. And I think when you're picturing your customer in your mind, think about people from Missouri, right?

They're stubborn, you got to show them or else am not going to believe you. And so we got to overcome those objections. Objections left unaddressed will prevent someone from clicking and taking action. They just won't do it if there's still objections that are there. And then finally some kind of call to action, some kind of offer, some kind of, hey, do this next thing. And if you don't have that, people will not take action. So here is something to keep in mind. How many you guys are advertising on meta right now? How many guys advertising on TikTok? Alright, yeah, great. So your best social ads on meta on TikTok, you take those videos, those may become your best books for YouTube. So that's one way to leverage those ads. Now I'm going to show you a few ads. I'm going to show you three ads. This first was for Arctic. I'm going to break down a case study. We helped Arctic grow in Walmart with YouTube, but it also lifted Amazon D, you see? But this is one style of video. This is a creator that I'm going to play the whole video since this works.

April Wilkerson:

This is the 65 chord ultra. Its off our dick goer and I actually put it to the test and in quite a few fun different ways. And this thing is ultra top. I am April Wilkerson and I'm a builder. I am always running and gunning, whether it be in my work or in my hobby. And I put a high value on function, durability, and high quality. And that's why I resonate with ATech here because they are overbuilt but not overpriced.

Brett Curry:

So that video crush, this was a shorter version, straight to the shorter version because that's easier for presentation. Longer versions actually worked better. What did you like about that ad? So this would be audience participation bar. What did you like about that ad? What's that concise tagline? I like that overbuilt not over press. Yeah, Brandon, immediate action. Like how this right in, right in the action. And that's an excellent point. Learn this from Google. Years ago they say, Hey, if you're building a YouTube ad, think like a movie trailer, right? This is not a normal story arc where there's like a slow buildup and then it builds to a climax. No, no, no. Think about a movie trailer. What happens at the beginning of a James Bond movie trailer explosion. He's jumping out of a plane, something crazy's happening and then maybe it'll back up and tell the story and then something intense again, right?

You don't to have special effects, you don't have to be change bond, but start high immediate action. Somebody else. What else did you like? Maria, sir, it's a single problem. Durability. Yeah. Really focused on one problem, right? She's chucking this thing down the bank of a levee. She's kicking it off her deck. She's parking her F three 50 on it, right? This thing is durable, right? If you're going to invest in a cooler, this thing is going to hold up and it just absolutely crushed. I want to take a minute and tell you about Loop subscriptions. Now. What if one platform transition could transform your subscription business overnight? Well, that's exactly what happened to longtime OMG commerce client Nutri. They switched to Loop and grew subscription revenue from 4% of total revenue to 20% of total revenue. OC reduced subscription churn by 50%. Lumen achieved 12.6% additional revenue from the payment recovery feature alone.

Unlike other platforms, loop includes dedicated success managers on Slack and costs about 40% less than the competition. Plus E-Commerce Evolution listeners get an additional 50% off the pro plan that's nearly 70% in total savings compared to other subscription apps. So if you're ready to join almost 1100 brands who've made the switch to Loop, visit loop work.co to book your demo. Also, anybody a fan of home improvement from back in the nineties? I know it's been, she is like a Tim Theto man Taylor, but way more trustworthy. I kept telling the Arctic, we still work with Arctic, they're great. We're like, get me more April Wilkerson videos. I'm like the super fan. So great video. This is one from Native. This is not their top product, but this ad, and you'll kind of see this is a mashup of a whole bunch of creators and Instagram creators, but woven together in an ad. And I think this format will work for a lot in for

Speaker 3:

Brands. Maybe Moisturizing Nation helps my skin to feel so hydrated and stewed. I just love the fact that I keep your skin moisturized all day. What they new and improved formula. And I just love how rich and creamy the formula is. They provide a dehydration with a lightweight field. It is super irony, but also lightweight and secret to your skin is super fast. You're going to love it. The formula absorbs in the skin so easily without leaving a residue. And don't even get me started on how good they smell. Just smells so yummy. And also actually haveland seven of their best stuffs. You smell good. It's quite literally the best compliment.

Brett Curry:

Awesome. So what you like about that one constant movement? Not to the point of being overwhelming, but you almost can't look away. It's movement. It's moving a lot, right? There's always two panels, you bet that has kind of at three panels, two panels are almost always moving. One is static, one is kind of branding, showing the product, showing some design elements. The other two always moving. What else sir?

Speaker 3:

The count,

Brett Curry:

Yeah. Yeah, the count. The number of UGC elements. I remember sitting in a room showing this ad for hair products to a group of women and one of them said, my hair's not like that. I don't think it'll work for me. And so that's something we got to keep in mind. If we're showing UGC, you need to show a variety because the person you want to buy, they've got to see themselves in that ad. So if you're watching this ad, you're probably seeing someone with your hair type, your skin type, maybe your personality. I resonate with that person. So this will likely work for me. Here's another similar one. This is for oppo pop. This is one we just launched some on YouTube. Listen, a month ago, this video is absolutely ripping right now. I'm going to go and play it.

April Wilkerson:

I had no idea popcorn could get that good. I have a thing for you to eat. It's called opo Pop. Beautiful

Speaker 3:

Step right on sea go.

April Wilkerson:

It's just so cool.

Brett Curry:

Alpa Pop where every kernel is individually wrapped in flavor. No more half flavored popcorn.

April Wilkerson:

How glue can it really be? It's just popcorn. I had weird flavors like C Delicious, fancy Butter, KLE mustard, that ones sounds good. Wow, you need to try this. Popcorn oppa pop.com, you min.

Brett Curry:

So it really is Ray Popcorn. I recommend you try it. You kind of see, again, that's a variety of influencers. There's some quick pitting clips. Then there's the one clip of the girl trying the pickle monster. And she's like pauses. Usually it goes quiet. She's munching. You're like, what's she going to? A little bit of suspense built up there. But yeah, you see that. And if you're a popcorn fan like I am as my favorite snack, you're like, I should probably check this out. Should probably give this a second. Look, the Drew Barrymore piece helps as well. Getting some celebrity in there, but not necessary. Just a bonus if you have it. And so this is what we build for our clients. This is what you need to do with your team, with your agency, or we're using for YouTube creative feedback loops. So the good news is with YouTube, it is dependent on creative.

You'll live or die by the creative, but you don't need dozens or hundreds of ads running to make YouTube work. And that's what I know from my meta team is that, hey, some accounts you need hundreds, thousands of creatives to make meta work. Not the case with YouTube, you need a handful to get started and then maybe a handful a month testing from there on out. But what we're really looking at is these three things we're watching what's called the view rate. So the percentage of people that see the ad that actually watch the ad, so they choose to watch the ad, they don't skip. What is that view rate that view rate's going to tell us? And it's more relative to your brand than it is based on a benchmark. But how good is that view rate? That's going to tell us, does this book resonate?

Does this book resonate with this audience? We all get the view rate, the product demo piece. We're really going to see if that's working by the duration of the video that they watch. How long do they watch the video? And then do they click? Because if they're bailing early, the demo's not good. Or if they're not clicking, could be it's on tv. TV doesn't get clickthroughs, but it could be that the demo wasn't developed and I didn't see enough there to make you click. And then of course, conversion rate really kind of wraps into all of it. We are trying new calls to action, new offers all the time to see what wins. Alright, so number one is creative. Number two, we got to look at campaigns and the right campaign structure to win on YouTube. I break down this Arctic case study for you.

We were approached by Arctic I guess almost two years ago. They said, Hey, can you use YouTube to grow Walmart sales? We've been succeeding on Amazon to grow online. We're in Walmart town, coast to coast. Can you help us grow there? We said, yes, that's what we built for Native back in the day. And so these were kind of the five ways we measured success on YouTube. But this is really how almost everybody needs to look at measuring success on YouTube minus the Walmart piece if you're not in there. But we number one objective was Walmart sales. Can we lift in a meaningful measurable way, Walmart sales using YouTube ads? So we create a search lift. And what that means is, and Google will measure this for you, people that see your YouTube ad, are they more likely to search for your brain? So they'll actually measure the lift from YouTube that drove increased searches for your brands.

Can people visit the store? And so something you do if you're in Walmart, it's harder or Lowe's or some big operation, Google can measure someone saw the ad and then visited the store. So in store visits, online sales of course. And then post-purchase surveys for those are selling D two C. How many of you guys are running post-purchase surveys? It's huge data point, especially as some tracking goes away in some areas, like you got to be doing post-purchase surveys. If you are D two C, this is something that I'm happy to run. If you're a bigger brand, eight, nine figures, I can run this for you for free. Google will do this. Basically they'll look at where across the country your category has high and low demand. So sell wheeled coolers. Where are wheeled cooler searches popular? Where are they not popular? Where is it kind of the middle?

And where is your brand popular? Where are people searching for your brand? Where are they not search of your brand? You start to look at where that overlaps. And this gives you opportunities of, Hey, I need to lean more into these areas to sell more. So if there's high category demand, a low brand demand, I need to go for it there. And sometimes if there's high category and high brand demand, I can get even more from those markets. And so we use this for Arctic to kind of map out the strategy. Here's what we saw after running YouTube for about six weeks, we saw 230% lift on mobile searches. So people that saw the YouTube ad, two 30% lift in Arctic brand terms, and then two 31% lift on YouTube where people were searching, and this was just one of the test sales we ran in, but they saw a two 45% sales lift in Walmart.

So we kind of a geo holdout. So they got statisticians on our data team, data science team at Arctic. They measured this, but they said, Hey, comparing these markets to other comparison markets, 25% Lyft driven by YouTube. It was the only variable in those markets. A couple of callouts, little rock, 44%. And I just threw up Stringfield, Missouri where I live, and I think that was all my wife, she was like, let's get art to COAs for everyone in our family Drake wear. And I think that was all me. But anyway, this was how we measured. Did YouTube actually work and drive sales? We won an agency excellence award from Google, which is really cool. And now we're doing this for a bunch of different brands, omnichannel growth with YouTube. And then the third thing, last thing is how do we measure for success? I kind of showed that a little bit, but I want to break this down a little bit more here in the last few minutes.

Anybody heard of House Analytics or has anybody seen this podcast with Olivia Corey? My buddy Andrew Ferris said, yeah, there's a yes back there. Yeah, this was awesome. So I'm a huge house analytics fan. They do incrementality tests based on geo holdouts, right? So you got to test set of geos, you got a control set of geos. You're measuring the difference because here's what's frustrating about ads. Even if you're using a tool to measures click-based data, you don't really know what made this person buy. Was this ad the reason they bought or was this just the last piece of the process? So the most scientific way to figure out did this ad cause a lift is an incrementality study. They're actually kind of expensive, but here's what house said, 190 incrementality tests rolled with eight and nine figure brands. Israel brands spending about 30% of their meta budget.

They were investing in YouTube, so they were not just spending a few thousand dollars here and there on YouTube, they were investing in it. But then they measured, okay, how do these geos, where they reign YouTube, how do they compare to other markets? And here's what they saw. They saw that the actual incremental performance, the performance in their data was 3.4 times better what they saw in YouTube. So to transl that if you saw a one x row ass in your YouTube data and platform, this group was actually getting a 3.4 x roas. Okay? Now, if they were advertising or if they're also selling on Amazon, you could add a full a hundred percent to that. So you may be seeing a one in platform. It was actually a 442% lift, including all of DSC and all of Amazon. And also 76% were new customers, net new customers to these brands.

They maybe thinking what, why is YouTube so bad at measuring their own platform and measuring their own performance? Really it comes out to a few things. One, we're all logged into a bunch of different Gmail accounts. We have Vision one meta account, we all prep dozen Gmail accounts. Our kits are logged into things and it's a bit of a mess. So that's part of it. But the other thing is people don't really click on YouTube ads. If we're on YouTube, we're there for a purpose. We're not that likely to click. And so even at its best, YouTube has half the click-through rate, less than half the click-through rate of meta. And so if you don't get a click, it's really hard to measure what happens after that unless you get creative. 50% of views, it's up to 60%. I've seen in some studies now are on tv.

You don't click your tv, right? TV has never been measured by click data. You got to measure that a different way. And so that's where you look at search lip, brand, lip sales lift, things like that. You got to get sciencey to make that all work. And so it's just a different beast to measure. A couple quick examples that I'll wrap up. This is for Haircare brand. We ran all of their Amazon or we ran all of their YouTube. They had to pause their YouTube ads for a bit to kind of, they were retooling a few things. When they did, we were measuring because we were running their brand search, we're running everything on Amazon for them. Their brand is search volume got cut in half. So people searching for them by name on Amazon volume got cut in half when we paused Amazon. And then over time they had a data science team as well, pretty big brand.

They believed that for every 1D two C subs, we were driving traffic action to their D two C store with YouTube. But they were confident. They said, Hey, for every 1D two C sale we're getting here, we're getting two on Amazon as people just like to buy on Amazon. So they see the ad, they explore, they learn within they buy on Amazon. So really to look at YouTube, you got to look at what we call the trifecta of lift for the results here. So we're not just measuring the click data in YouTube, we're not just measuring with Triple Whale and North Baer or another multitouch attribution tool like that. We're looking at all of these things. How can I create a baseline with my Amazon sales and look at growth rate and then how can I see lift above that? How can I look at search lift?

That's something Google will do for you for free, something we can help set up. And then how are my overall sales trending up as well? It's not the same. And you got to just be okay with that, that it doesn't look the same as sponsor product or sponsor grand ads. It is a different piece, but it's a very powerful tool and that's why brands lean into it. Brands like Dr. Quach, it was their big growth lever. It was the new growth lever for Arctic and many, many others. And so how can we help? I'm going to be around rest of the day, be around tomorrow as well. So we can do these things for you. Kind of a YouTube readiness. So if you want YouTube, read this audit. We can look at your creatives, look at what you're doing now and say, okay, you would need to do these things to be ready for YouTube.

We can talk about the combo of YouTube and Amazon and overall just help you get ready for this. So I think I am officially out of time. Thank you for kicking off. Innovate with me and look Port as always, thank you for tuning in. We'd love to hear from you. What would you like to hear more of on the show? Leave us that review if you've not done. And with that, until next time, thank you for listening. This episode of the E-Commerce Evolution podcast is brought to you by firmat, is the AI native commerce platform that optimizes shopping experiences leading to best in class shopper engagement and conversion, leveraging proprietary data tools, and its adaptive commerce Graph for MO delivers hyper-personalized experiences to both human and agentic shoppers that adapt in real time to behavioral and performance insights. Trusted by industry leaders like Backcountry, Bissell, and Glossier, as well as Premier Agency partners for MO platform blends advanced analytics and optimization tools like Heatmaps Strategy engines and conversational data insights to maximize shopper impact and tailor every touchpoint. Check it out for yourself@commerceftcommerce.com.

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