Most D2C brands have tried YouTube ads. Almost none of them are getting credit for what those ads are actually doing. Brett Curry, CEO of OMG Commerce and the guy behind YouTube growth for brands like Native, Arctic, and Dude Wipes, makes the case that in-platform reporting is under-counting YouTube's real impact by roughly 70% — and that the brands leaning in right now are about to widen the gap on everyone still dabbling.

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This one goes deep: incrementality testing, omnichannel attribution, creative frameworks, and why your Meta winners almost certainly won't survive on YouTube.

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Inside the episode:

• Why a 1.0 in-platform ROAS on YouTube is probably a 3.4 in reality — and the 190-test incrementality study behind that number
• How Arctic drove a 25% Walmart sales lift (and 230% branded search lift) by running YouTube in select markets — measured scientifically against matched control markets
• The three creative types that actually work on YouTube: hero/brand films, single-creator UGC, and the specific criteria your Meta winners need to meet before you bother testing them
• How to diagnose a broken YouTube ad using just three metrics: view rate, click-through rate, and average watch time per impression — and what each one tells you to fix
• Why campaign structure for retail lift looks completely different than for D2C sales — and how to set up for both at once

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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:

[0:00] Introduction: Why Most Brands Still Suck at YouTube

[1:51] Audience Poll: Who's Actually Winning on YouTube?

[3:15] The Core Problem: Bringing a Meta Mindset to YouTube

[4:05] YouTube as Trust: Creators, TV, and Time Spent

[8:14] Incrementality 101: Measuring the Real Impact of Your Ads

[11:22] How Incremental Is YouTube? The 3.4x ROAS Reality

[15:28] Going Omnichannel: Using YouTube to Drive Retail and Amazon Sales

[19:13] Arctic Case Study: Measuring YouTube's Impact on Walmart Sales

[24:09] Creative Diversity: The Essential Elements of a YouTube Ad

[27:16] Creative Breakdown: Single Influencer, Hero, and Mashup Ad Examples

[38:05] Creative Story Arc: How to Hook Viewers and Drive Action

[40:24] Creative Feedback Loops: What Data to Watch and Why

[46:09] Campaign Structure: How to Buy Media Based on Your Goals

[51:56] Measure, Model, Maximize: The Trifecta of YouTube Measurement

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Connect With Brett: 

LinkedIn: https://www.linkedin.com/in/thebrettcurry/ 

YouTube: https://www.youtube.com/channel/UCQmbMwBW8LYDfFAqNqlgTGw 

Website: https://www.omgcommerce.com/ 

Request a Free Strategy Session: https://www.omgcommerce.com/contact

Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D'Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

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Brett Curry (00:12):

I ran my first YouTube ad in 2016 and that was right when True View for Action came out. There was any YouTube advertising nerds out here, but a lot has changed in the platform and the way users use it. But you know what hasn't changed? Most advertisers, most C2C brands still suck at YouTube. So I hope to fix that for you today. It was true that people didn't understand YouTube then and largely brands don't really understand YouTube now either, but I'm going to show you seven ways, seven ways you can start to scale with YouTube ads and YouTube ads are having a moment right now. The bigger brands that I talk to, Grooons and Ridge, being a couple of them, they're leaning in hard to YouTube. The time is right to invest in YouTube. But part of what I want to do is frame this for you.

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(01:02):

How do we approach it? How do we think about it? And by the end of the day, I think you're going to have a pretty good roadmap for where to go from here. We manage China's millions and ad spend annually. Work for some great brands like Native and Arctic and Dude Wipes and Jones Road Beauty, Baseball Lifestyle, many, many others. And then I run a team of about 45. We're scrappy. We're a performance marketing agency. We won some awards. I was going to introduce my OMG commerce team, but I don't think there's any of them in here. Oh no, Jonathan's in the back. I see Jonathan. So yeah, Jonathan Wave. If you see somebody with an OMG commerce shirt, that's my team. Any technical question you have about YouTube, please grab them. I think they've heard my talk now a whole bunch of times so they're like, "Hey, we're going to just hang out in the lobby and they're helping people check in as well." But yeah, really excited to dive in here.

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(01:51):

I want to get an idea from the audience. So how many of you guys are not advertising on YouTube now? This is a no judgment zone. How many of you are not advertising on YouTube? Hands up high. It's not a huge part of the audience. That's interesting. How many of you are advertising on YouTube, but you're like, "I don't know if it's working. I'm doing some stuff." How many of you feel like, "Hey, I'm smashing it on YouTube right now. Running it profitable, couldn't be happier." That's zero of you. Okay. I mean, honestly, I think this is a key to getting better. I legitimately am excited to come here and learn, but this is what I do and talk about all day. But getting to hang out with some of the YouTube product people, I will learn something today. I'll pick up something new that I can then apply with the team.

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(02:37):

And this is also what I want to say about ... I love YouTube. I love video. I started as an SEO guy, then started doing TV and then YouTube was like all the world's coming together. But ultimately, I'm a marketing junkie first. I like stuff that works. I like marketing that drives new customers and that propels a business forward. And so that's really what this is all about. But here's the deal. Here's why there was no hands raised for those that are smashing it on YouTube. YouTube is misunderstood. How many of you guys feel like you're crushing on Meta though? Maybe depending on the day, right? Depends on what Zuck is up to today.

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(03:15):

But I think what happens with YouTube, a lot of people bring a meta mindset, a meta creative mindset, a meta campaign mindset, a meta measurement mindset to YouTube and it just doesn't work. It just doesn't work that way. If that's the way you're approaching it, you will be disappointed and you will either give up or just say, "Eh, YouTube's going to be a couple points of our ad budget and you won't do much beyond that. " And so going to change that today. So what is YouTube? Mike did a great job of kind of setting things up. I think though in a word, YouTube is trust. In these specific areas, and this is really interesting, how many of you guys are on TikTok shops? TikTok shop? Yeah. Long lived TikTok shop and a lot of brands I know that have really scaled their business there.

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(04:05):

What's interesting is that users say 98% of users say they trust YouTube creators or YouTube influencers more than any other platform, which kind of makes sense. There's still an element of YouTube where it's like, "I am following this creator. I'm a fan. I'm consuming their content. I love this creator." Whereas on other platforms, TikTok reels, things like that, it's very algorithmic. It's just like whatever's kind of popping off or trending at the time. And so there's a lot to lean into with creators. We're going to talk about that quite a bit today. And then I mentioned, I'm like a TV guy. I love TV ads way back in the day. YouTube is like TV from a brand building standpoint, but better than TV ever could have been. And TV's still powerful, but the way you can measure, the way you can look at what's going on with YouTube is unique and it's powerful.

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(04:54):

And then if you look at time spent on your connected TV, how many of you guys watch YouTube on your television? So YouTube TV, that was almost every hand in the room. So if you look at time spent on streaming platforms on TV, YouTube is the leader, have been the leader now for two and a half years beating Disney+ and all these others. I did hear, and this is just purely a rumor, but it's fun. Disney Plus was like fourth on this list a few years ago. Anybody want to know why the rumor is that they're now number two?

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(05:28):

It's one particular show. Anybody with small kids? Louie, that's what I heard. I don't know if that's actually true. But anyway, the point of this slide, that's just a fun nugget. The point of this slide though is that YouTube, the leader for two and a half years continuing to lead, they're getting the Oscars, they're getting live sports. You've got to be on YouTube and big brands are there and there's opportunities for the rest of us as well. Really four modes. And this is one of the reasons also why there's not a direct translation from something on Meta or even TV directly to YouTube because there's different modes. Sometimes I'm streaming, sometimes I'm watching on TV. Sometimes I'm searching. YouTube is still the number two search engine, the biggest of any search engine, not named Google, but I'm also scrolling on the mobile app and then I am also shopping.

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(06:17):

And so I know when I make a big purchase, I bought a truck a few years ago. I just went deep on four by four channels. I don't know. It just became like a fun shopping experience for me and it did influence what I eventually bought. And then YouTube creators, they are the new Hollywood. That's like who we look up to as YouTube creators. Now this slide was built before this next slide was built before I saw the guest list of this event. And so I don't want there to be any extreme fan girling right now. I already did and so I've got it out of my system. But anybody know this guy? James? James, come on. Raise your hand, James. Yeah, yeah.

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(06:59):

Improv stand up set later, maybe if we got a little time to ... Lunch, like free lunch. Yeah. Okay. Yeah. So how many of you guys saw the original Dr. Squatch video? Your soap is ... Yeah, you're not a dish. Every time I see James though, we used to work with William Painter. I know those guys. And so every time I see you, I think your face is your money maker. Yeah, it's so good. But Raindrop, the team behind Doctor Squatch really helping propel them from a nice business to they just sold reportedly to Unilever for 1.5 billion, largely driven by the demand and the brand building capability and the conversion capability of YouTube was a big part of that. We partnered with Raindrop on Native, so worked with them for about six years. We kind of pioneered some strategies to take YouTube's on or native's online growth and drive it into retail stores like Target and CVS and Walmart and everywhere.

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(07:57):

And this is a number from Moiz Ali, the founder. So this is like, I don't know if P&G will like this or not, but he tweeted it. So it was like public knowledge about it. They did a billion last year. Anybody want to take a guess what their EBITDA margins are?

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(08:14):

North of 20 is what I heard. So 200 million in EBITDA. I'll take it. I like it. And so that was a fun one to be a part of for sure. So okay, let's get after it. Let's dive deep. Let's talk first about incrementality. And this is where we're just starting nerdy, man. We're just going super, super nerdy. How many of you guys have run an incrementality test recently? Does anybody not know what incrementality is? And again, no judgment zone. This is just so I can understand. Okay. Yeah, totally cool. I was at an event in Miami a couple weeks ago and like nobody raised their hand. Nobody knew what incrementality was, which is fine. This is kind of the new thing in marketing. It's not necessarily new, but the way we're measuring it and thinking about it is new. The idea here is to try to understand what was the real impact of this ad.

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(08:59):

If I'd shut this ad off, if I never ran it, what would happen to my business? And so because everything's wanted to take credit and there's in- platform and MTAs and all kinds of stuff, but what's the truth of what actually worked if we can handle the truth? And so we'll see if we can. So this is the real impact of ads. And so it's like, hey, what would've happened if we did not run these ads? So I'll give you a bit of an example to think about this. So if we run a ... Anybody still prefer to shop in- store or you like to shop in store and online? Yeah. It's still an online. Yeah, but I like to visit stores. It's fun. So let's say that we run a retail shop and sales are up this month, so it's a good month in our brick and mortar retail store.

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(09:44):

And so we're asking the question, why? Why is our sales so good? Why are sales up? Well, it could be we're running a sale. We had a sales sign up on the window as the door as you walk in and some sales signs up in the store. So if you're thinking about this from a traditional attribution model, those signs could claim 100% because everybody that bought saw one of those signs. They walked in, they walked in through the door, they saw signs up, things like that. Now what's interesting is that there probably were some people that were just hanging out in the store and the sales signs did tip them over the edge and they bought. But a lot of people they were going to buy anyway or they maybe didn't notice the signs, right? But then what about a TV ad? What if we ran a TV ad in the local market or a YouTube ad reaching the local market and that drove people to the store?

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(10:40):

So this is really an understanding of like, okay, well, what worked and what was the impact? It's actually not an easy question to answer, but there are tools that allow you to do it. North Beam has got an incrementality tool. I think it launches soon, right? Yeah. In this quarter, which is phenomenal. And so we'll talk about a few things, branded ads. I'm a Google search guy. I have been for a long time, but here's the deal. For a lot of brands, if you turned off branded search, I may get quickly kicked off the stage, I'm not sure. But if you turned off branded search ads, there might not be a whole lot that happens to your business. I still believe in brand defense. So there is a reason to do this. I believe in that, but not super incremental. It can be strategic, but if you turn it off, might not feel it.

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(11:22):

But what about TV ads? Again, as an example, for some brands, you stop running on TV and you kill growth. The growth stops for the brand. Or a lot of you turn off Meta or something else like that, you feel it immediately. So what about YouTube? How incremental is YouTube? Well, I would propose to you that it may be one of the most incremental platforms in existence. It's just that people don't see it and they don't know it, but we're going to kind of break this down. Now I'm going to break down a study for you, but the impact or the results of that study showed that whatever you're seeing in platform in Google Ads, the real results, the real impact are probably on average about three and a half times better than that. So if you see a one ROAS in platform for YouTube, you're probably actually getting a 3.4 ROAS.

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(12:15):

And so we're going to break down kind of the whys of that, but here's what this is looking at. Now I'm not paid by House Analytics, but I love this study they did, so I reference it all the time. I think it's the biggest incrementality study for YouTube that's ever been done. 190 incrementality tests, big write-up that they did about that. 74 brands, 190 tests. These were pretty big brands that were spending about 30% of their meta budget. They were spending on YouTube. So they weren't just dabbling and they were just doing a hundred bucks a day on YouTube or whatever. They were investing in YouTube, about 30% of their meta budget or thereabouts and they were D2C and omnichannel brands. So 190 tests, let's see what is the impact of YouTube and what they found. Just like I said, almost three and a half times better.

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(13:00):

In platform is under reporting by about 70%. Really glad to hear, and I know Google's working hard on this to improve that performance. And so the average the range of incrementality was anywhere from one to 10. So some people, what they saw on platform was what they were getting in reality. Some, it was 10x better than that. So they saw one in platform. They were actually getting a 10X ROAS when you looked at it from an incrementality standpoint. And then it also drove net new customers. So 76% of customers were net new from YouTube. And so begs the question, nobody's really better at tracking stuff than Google, right? Google Analytics and all that. Nobody's really better than Google. So why? Why then do in- platform numbers look one way when the incrementality result is another? And just to clarify this a little bit more, the way this is done, you can either done on a user level or a GO level.

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(13:53):

So we have one GO that gets YouTube ads, other comparable GOs. Everything else is the same about those GOs except for YouTube. And we measure the difference between those two. It could also be done at the user level. So here's a group of users that could see our ad. We're going to hold some of them out. Some of them don't see YouTube, some of them do. We're going to measure the difference in behavior. I'm going to show you some examples a little bit later, but it's still like, why? Why is this happening? And so there's a few things. One, not that many people click on YouTube ads.You're watching YouTube, you're there for a reason. You're watching something entertaining, you're there to watch Mr. Beast or you're there to learn something or you're researching the next product you want to buy. You don't necessarily want to click away from that.

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(14:40):

So half the click-through rate of Meta or less in some cases we're just not clicking that much. Half the views now are on TV. We talked about that. Now this is a fun one. Anybody watch YouTube shorts on TV? It's a weird one to admit, but there's a couple people here. Yeah. Yeah. I remember my 15-year-old daughter Maggie, I walked in and she was watching shorts on TV and I'm like, "What are you doing?" And it turns out that's a trend. A lot of people do it. So if that's you, you're not weird. Well, maybe you're weird, but it's not too uncommon. And so there's no clicking on TV. You can send a phone and do some of those things, but people don't really do that. So there's no clicking there. And then we all have a bunch of logins to Gmail, at least a lot of us do.

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(15:25):

But also there's some viewing experiences with YouTube

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(15:28):

Where we're watching with multiple people, like watching Beast games and stuff with my kids, there's like eight of us watching Beast games. And so if somebody else saw an ad and then took action, there'd be no way really for Google to clearly measure that apart from incrementality. And so the measurement is just different. Okay. More actual reports on that in a minute. Number two, you got to go omnichannel. How many of you guys are in retail store? So Walmart Target somewhere in retail stores? Yeah. All of you on marketplaces, on Amazon and such. So here's what's interesting. There's going to be come a point in time in your growth where you're going to need channel diversity, which YouTube is here to provide that, but then also distribution diversity. It does unlock new levels of growth. We love doing this. We did this for Native first, just helping them kind of blow up in retail stores.

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(16:21):

Now we've launched this for a number of brands, one of them being Arctic. But here's what that study also found. So if you're just measuring online sales and you see a one ROAS in platform, probably got a three and a half or 3.4 X ROAS. If you were in retail, you could add another 100% to that. So now you're like a 4.4, right? ROAS when you consider Amazon and/or retail sales also. Do I have any Arctic fans in the crowd? I know Doug and is, yes. Cooler or drinkware? What's your flavor of Arctic love here? Drinkware. Why do you like the drinkware? I'm with you on the drinkware. I own both, but yeah.

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(17:07):

The tops. Okay. Yeah. Got to have a good top for a drink for sure. Now this is going to show the weird side of my person. I'm a litle bit bougie in some ways, mostly not. Anybody drank out like a standard tumbler and you're like, that tastes like a penny. That tastes a little bit like I got a penny in my mouth. It's because of the metal lining, right? First world problems. But Arctic has ceramic lining in the tumbler. I'm telling you it's a game changer. Your coffee will taste better. Your drinks will taste better. Also, quick shout out. Taste Salud. Can the Tastalute team raise their hands? Give it up for Tastalude if you would please.

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(17:42):

One of the leaders in the hydration movement right now, one of the best things I did. We started taking hydration every day. Got to get your electrolytes. Your hydration drink will taste better in an Arctic mug as well. And then if you got the gift bags, there's some Taste Salud in there. There's some grooms in there. So load up on both. And then also, I forgot to mention this before. There's a Bass Pro hat in there. Is anybody like, why is there a Bass Pro hat? Does anybody have a guess as to why we just randomly put a Bass Pro hat in your bag? Yeah.

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(18:19):

Yeah. It's actually 100% true. So OMG, we are based in Springfield, Missouri. That's where me and my team flew in from and that's the home of Bass Pro. So Bass Pro is everywhere. Cabela's is everywhere, but the founder still lives in Springfield mode, so we want to give you a little taste of Springfield. But the point of all of that is I found sometimes rabbit trails help people focus. Hopefully that's true for you because I'll have a few of them. But Arctic, amazing brand. So we were tasked with, can we grow sales in Walmart for Arctic? So they came to us, they were like, "Hey, we're about to be coast to coast in Walmart. Can we use YouTube to drive retail sales?" And we said, "Absolutely." But we didn't want to just measure retail sales because you never want to just measure one thing that's like the worst idea because when you run ads on YouTube or anywhere, where do people buy?

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(19:13):

They buy wherever they want to buy, whatever fits for them. So we did all of these things. We looked at Walmart sales. We looked at search lift. This is one of my favorite reports you can run with YouTube where you can see, "Hey, people that saw my YouTube ad, how did they search differently? Did they search for me more frequently than people that didn't see my ad? What do those actual numbers look like? So measured search lift. You can track in- store visits for people that are opted into that. And of course we tracked online sales. And then post-purchase surveys. How many of you guys are doing post-purchase surveys? You got to. And as things become harder or just different to track online, post-purchase surveys are a source of truth. They help kind of round things out, so you got to do that. So we did for Arctic, so this will also kind of frame this incrementality look.

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(20:01):

So we did an analysis of the US. We looked for markets that had high category demand, meaning people were looking at wheel coolers at the time, but people searching for wheeled coolers. So over indexing or just higher than average searches for wheeled coolers, but lower than average knowledge of Arctic. So people that were looking for coolers to know Arctic. So we chose these markets, chose 16 of them. And then we chose 16 markets that looked almost identical. So Midwest City, two Midwest cities, one that we ran YouTube and one that we did, and then we compared the results. And so a couple of things we saw, let's talk search lift first. We saw 230% lift on mobile devices. So people that saw the YouTube ad searched 230% more for Arctic than people that didn't see the ad. So that's one of the most direct behaviors that people engage in.

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(20:53):

They see the ad, they like it. They don't click because they're watching something, but later they go search on Google. And so 231% lift on YouTube search. And then here's a couple of looks. So we did kind of a comparison of how did Little Rock do compared to Little Rock before YouTube, but then how did Little Rock do compare to its match market set? But it was up 44%. And then I just put Springfield Missouri in there because I do think that was all me or rather all my wife. I think all of that. 17% Lyft, it was us. We bought like a thousand coolers or something, but it just made sense to do it. And so this is what we saw though, on average about a 25% sales lift in locations using YouTube versus those that didn't over an eight week period, very scientific measuring it.

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(21:39):

And so that's where you look at, okay, ClickData may not have told me any of this, but now I can look at the actual sales and I can look at these markets and I can compare the before and after and I can do the side by side and I could say, okay, this is what YouTube did in those markets. And so moving into retail, retailers love you when you can drive extra sales. Walmart loves Arctic for a lot of reasons, but they really loved this. We won an agency excellence award here. So we got that from our friends at Google for a case study we built around this as well, which was really exciting. Hey, this episode is brought to you by OMG Commerce. That's the agency that I get the privilege of running. You ever feel like it's Groundhog Day when it comes to your marketing where every day's the same, you're still relying on the same channels, got the same ads you're leaning into.

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(22:27):

Maybe it's time to diversify. Maybe it's time to unlock new growth. That's what we specialize in. My guess is if you're like most brands, you're probably leaning heavily into Meta ads and long live Meta. We love it, but you're probably missing YouTube ads. And my guess is maybe Google is underleveraged as well. We've helped multiple brands go from zero to five, 10, 15, even $25,000. A day we helped Karenik a hair regrowth product go from zero to $1 million in YouTube ad spend in 90 days while hitting their CAC target. And we'd love to see if we could do the same for you. So we'd love to chat, talk about what it takes to scale on YouTube and how ready you are right now. Let's chat and go to omgcommerce.com, click the let's talk button and we'd love to help you dominate with YouTube ads.

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(23:18):

And so using YouTube to go omnichannel, you got to do it. So incrementality, omnichannel, but also thinking about Amazon. So we have a popcorn brand. We're going to show some of their creatives on a minute Superfund brand. They needed to pause YouTube during holiday just for a bit because they were like, "Hey, there's some stuff we got to look at." And it was not very long, like a few days after they paused that the owner reached out and said, "Hey, Amazon sales are down." We're not getting branded searches on Amazon like we were. Amazon sales are down. And so they said, "The only thing we've changed is YouTube, so turn it back on. " And we did and then Amazon sales rebounded. So it was one of those things where I talk about this stuff all the time. I know this happens, but just another confirmation of like, "Oh yeah, of course." We didn't necessarily see that in any of the click data, but he felt it when we paused YouTube.

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(24:09):

So let's talk creative diversity. I know this is something that is talked about a lot on other paid social platforms. You don't just have to have good creative, but you have to have creative diversity. And so I'm going to break this down. I'm going to create a couple of frameworks and then Jacques is going to go deep and is going to show you some amazing creatives that you're going to want to learn from there as well. But I hesitate a litle bit to use the word formula because I think that can be not super helpful, but these are kind of like guiding principles. Your YouTube ad will need these elements to be successful, almost certainly. All kinds of different ways you can approach it, but it'll need some of these elements. It will need a hook. We got five seconds before someone can click that magical skip button.

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(24:51):

You got five seconds to make them say maybe. Maybe I'll stick around, maybe I'll watch a litle bit longer, maybe I'll consume this, maybe I'll consider it. Product demo, this is video. We need to see the product in action either if it's something that's easy to demonstrate right like before and afters or the product where we're actually using it or maybe if it's a supplement or something like that where we're visualizing the end to state. It's a little harder to see a demo of hydration or supplements or whatever, but you can still show some of it and show the end state of that product. We still need social proof. There's still an element where we're like, "Eh, I'm a little skeptical, a little skeptical of should I believe you or not? " And so we need some social proof. There are objections and objections left unhandled, people will not click or take action.

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(25:39):

And then there does need to be a call to action or an offer of some kind. Now, let's talk about what creative diversity looks like. Here's one of the great things. Anybody on Meta where you're cranking out multiple hundreds of ads per month, anybody multiple hundreds of ads per month. I just hear that that's the game, right?That's the game on Meta. The cool thing with YouTube is you don't need hundreds of ads a month. You may need a handful to get started. You may need then a handful a month to kind of test. Sometimes though, we key in on a couple of winners on YouTube and we'll ride those winners for like a year and sometimes that happens on YouTube. But these are some types of creatives you should consider. Again, Jacques is going to give several examples as well, but this is a place where that hero style video, that higher production quality, it can really shine on YouTube.

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(26:28):

YouTube's got an appetite for it. Users like it. They not necessarily expect it, but they like it on YouTube, so it performs well. This is often the best place to start, easiest place to start though, like a UGC or creator influencer mashup. Show some examples there where it kind of blends authenticity with a litle bit of polish that works really well on YouTube and then top social ads. So we almost never did this in the past. We are doing it some, but you can take your top performing meta ads and translate them over to YouTube. However, most of them will fail. Most of them just will not work. And so anybody tried that and experienced that. I moved my top Meta ad over and it sucked. I'll show you why, but I'll show you which ones you can move over. And then new concepts, explainers, demos, things like that.

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(27:16):

So let's break down a couple of these. So this is going to be kind of an interactive part. I want to hear your thoughts here, but this is one of the ads that really crushed with Arctic. This is one creator, just one influencer. We're going to watch this and then we'll talk about it.

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Brett Curry (27:32):

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

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Brett Curry (28:01):

There were variations. So that was a 30. We ran a 60, ran a 90, really a great ad. What did you like about that ad? What resonated with you from that ad?

‍

Brett Curry (28:09):

Action.

‍

Brett Curry (28:12):

Action? Yeah. She's chucking this thing off of a deck. She's parking her F350, not even a 150. It's a 350. Parking it around on that thing. Yeah. What else did you like about it?

‍

Brett Curry (28:23):

Authenticity.

‍

Brett Curry (28:25):

Authenticity. Yes. So anybody watch home improvement from the 90s old show, old show, right? But like Al Borland, Tim's assistant, I'm like, she's the female version. Whatever she says, I'm like, I believe you. I don't know. I trust you. Whatever you're saying, no resistance. I'll just all buy whatever you're talking about. So you trust it, you believe it. Anything else? It's got a good pace to it, doesn't it? You're sitting around getting bored. One of the best things to do if you're previewing a YouTube ad before you run it is are there any moments when you start to look at your phone? Like if you're watching on a computer or something, or if you're showing it to your friends, is there any moment where they start to do something else? Because it happens. And I've noticed that myself. I'll be watching an ad for a client and then I'm like, oh, I got distracted.

‍

(29:13):

I started looking at something else. And then you know, that's not good. That's a part of the ad that we need to fix. So there's a good pace here. All right. I'm going to show this one as well. This is a brief one. This is kind of a brand anthem video, so we'll watch this one as well.

‍

Brett Curry (29:27):

What do you love about being outdoors? Lighting the barbecue, hitting the trail with a few friends, cheering your team on at the tailgate. However you spend your time outside, Arctic is made for it, made for real life adventures, made for real life budgets, made with quality materials and innovative designs that lock in the col engineered the right way, built to last, never, ever overpriced.

‍

Brett Curry (29:57):

So this one was important as we looked at driving sales to Walmart, had the one Our tag and stuff there.What'd you like about this ad? Don't more like a TV ad, just sir, in the back. Yeah. The last one, it's very easy to see how Article fit into my lifestyle. Yeah. Again, it's moving fast, but basically any scenario you're looking at, you're just hanging out in the backyard, you're going to the river, doing something, camping, whatever. You're going to find it fitting. Or if you're just in class or in the library, there's a girl with a cup there. Yeah, it's going to fit into your lifestyle. The product is the hero of that video, but it's also fun and it moved fast and it makes us want the product. So those styles work. This is kind of the hero style. Jacques's going to show you a ton of examples in a little bit.

‍

(30:38):

The single influencer works well also, but then you can start here. And this is often the easiest place to start because a lot of you guys have social ads. So this is one for Native. This is actually not their biggest product, but I just love this example of an ad. So I'll play at least the first part of this.

‍

Brett Curry (30:55):

Maybe this moisturizing lotion helps my skin to feel so hydrated and smooth. I just love the fact that it keeps your skin moisturized all day. With a new and improved formula- And I just love how rich and creamy the formula is. They provide a deep hydration with a lightweight field. Super hydrating, but also lightweight and sink into your skin super

‍

Brett Curry (31:11):

Fast. So kind of get the idea. What did you like about that ad? It

‍

Brett Curry (31:14):

Scratches might

‍

Brett Curry (31:16):

Be great.

‍

Brett Curry (31:18):

That whole TikTok thing where there'll be three videos happening at once.

‍

Brett Curry (31:22):

Yeah.

‍

Brett Curry (31:23):

But it scratches that.

‍

Brett Curry (31:24):

Scratches the ADHD brand. Also good up for Spencer, he's taking our photos today. So good life lesson. He's taking photos. He's learning as well. He's filing stuff away. Okay, I'm going to take this home with me. There's lots of movement. It's not overwhelming movement. We've seen some edits and you've probably seen them too where you get them back from an editor and you're like, I don't know where to focus. I like it. This is too much. But this actually does a nice job. It's enough where it's like, hey, I'm paying attention. There's that panel that shows the branding of native and you're like, okay, I know who this is. It looks good. I see different hair types, different body types, different skin types. So I'm like, okay, I'm going to see myself likely in this ad if I'm in the target market. And so here's kind of a variation of that for Thies.

‍

(32:05):

This is a men's skincare line. This is why you'll still be single in five years.

‍

Brett Curry (32:11):

It's because you don't take care of your skin. Most guys treat skincare like an afterthought. Ritzing your face with water, using the same soap for your face, body, and who knows what else.

‍

Brett Curry (32:22):

But it's actually wrecking your skin. You need an actual system. It's simple.

‍

Brett Curry (32:27):

Healthier skin, fewer breakouts, more confidence. I use T. Hanley because it's a simple, effective system that works. No extra fluff, no. So

‍

Brett Curry (32:36):

You get the idea. What did you like about that ad? And selling skincare to men is hard. It's really freaking hard. You either don't want to use it or you don't want to admit that you're using it or something like that. So yeah, what'd you like about it? The hook. This is why you would still be single in five years. There's another one. This is why you're ugly AF, which I was a little intense around. I was like, I don't know, but actually it worked. It worked for the demo. But yeah, so it's like, hey, let's take some creators and let's string together a narrative. Let's tell a story with them. Yes, sir.

‍

Brett Curry (33:06):

Yeah. So I get that they won an award, but does it mean that they performed weddings also?

‍

Brett Curry (33:12):

Yeah, that's the idea. Yeah. Yeah. Oh, I'm sorry. Did I say-

‍

Brett Curry (33:16):

Did they perform web?

‍

Brett Curry (33:17):

Oh, that ad did not win an award.

‍

Brett Curry (33:19):

Okay, because it says winning that. Okay, but won before.

‍

Brett Curry (33:22):

Winning cash. Yeah. We're winning the sales here. Yeah. I was like, wait, what award are we talking about? Yeah, okay. Totally get how that's confusing. Yeah, that I did not win a single award, but it did drive sales and it got people to buy, which is the main thing.That's the award that I want. That cash register ringing. So this is one of the great examples I think. One, because I love it. I'm a popcorn fan. I love this product. But this is like looking at, okay, if we take some raw, some mashup videos, we get some dynamic videos from Raindrop. We put those together and they work in concert together, very powerful. So this is kind of a mashup we launched with this.

‍

Brett Curry (34:05):

I had no idea popcorn could get that good. I have something for you to eat. It's called Opopop. Beautiful. Get right up. There you go.

‍

Brett Curry (34:15):

My

‍

Brett Curry (34:16):

Goodness. It's just so cool.

‍

Brett Curry (34:21):

Opopop where every kernel is individually wrapped in flavor. No more half-flavored popcorn.

‍

Brett Curry (34:26):

How good can it really be? It's just popcorn.

‍

Brett Curry (34:28):

I have weird flavors like sinelicious, fancy butter, pickle monster. That one sounds good. Wow. You need to drive this popcorn. Okaypop.com you win.

‍

Brett Curry (34:48):

Realize you probably should have brought some Opopop. It's about snack time here in a little bit. But that ad, what did you like about that ad?

‍

(34:59):

Yeah. Flavor wrapped kernels, right? This is a different popcorn experience. Yeah. Makes you want to have popcorn? Maybe too. Yeah. Yeah. The single recording from the booth, from the sound booth. I spent $300. I love it. Thank you. Thank you. It's $300 poor, but so much richer with popcorn. Rich buttery flavor. Yeah, it's totally worth it. My kids are requesting this all the time. I got to buy more Opopop and stuff. I will just play the very beginning of this. This is like the nine by 16 version. So it is good. I think at the core of YouTube still the 16 by nine, but we do need some nine by 16, both for shorts, but also for kind of the mobile takeover. If someone's watching in portrait mode, so I'll play the first part of this. What is this?

‍

Brett Curry (35:53):

Oh my God. This

‍

Brett Curry (35:54):

Is amazing. That's good.

‍

Brett Curry (35:56):

They got pickle. Fancy butter, super butter. Synlicious. Maui heat. This one has a fiery touch to it.

‍

Brett Curry (36:02):

So very good. So you kind of get the idea there, just a different way to approach that slightly different form factor. And then here's a piece from Raindrop. Love this ad. So I'll explain kind of how we're using these in concert together, but those are then creator, UGC type stuff. And then let's take a look at this hero kind of brand form its ad.

‍

Brett Curry (36:24):

Moving ahead.

‍

Brett Curry (36:25):

I'll make Opopop.

‍

Brett Curry (36:31):

In a world where popcorn just doesn't pop anymore, one name dares to be different. Opopop.

‍

Brett Curry (36:38):

Opopop.

‍

Brett Curry (36:40):

Each kernel is flavor wrapped so everybody packs a punch. Opopop. So rich. So buttery. Opopop.

‍

Brett Curry (36:49):

Opopop.

‍

Brett Curry (36:51):

So sweet.

‍

Brett Curry (36:52):

Opopop.

‍

Brett Curry (36:53):

Opopop. You'll fall in love with popcorn again.

‍

Brett Curry (37:00):

Opopop.

‍

Brett Curry (37:01):

And don't worry if you run out.

‍

Brett Curry (37:03):

Opopop. Opopop.

‍

Brett Curry (37:10):

Because you can subscribe and save. Movie night has a new leading snack. Go to opopop.com to try it for yourself.

‍

Brett Curry (37:23):

It's well done. Give it up for the raindrop team. We got to give them a hand there. Yeah, it's so good. I love the little Easter eggs too, the Wall Street Kernel. Come on, that's pretty good. The name of the campaign too is also a star is Korn. Is that right? So I saw that I think from you, Donovan, which was great. So the way we're kind of using these, and this is how this kind of ties together. So we're trying to drive sales into now retail stores and Amazon. We're using these ads largely on connected TV, not exclusively, but we're leaning into connected TV. They are smashing there in terms of view rate, engagement rate. People love it. We're using these for performance as well, but then we're using some of the UGC and some of those other videos for our performance focused campaigns.

‍

(38:05):

And so the way they kind of work together and we're kind of sharing viewed video audiences and things like that, it works well together. And so then that's how you get to more people saying, I'm going to spend $300 on popcorn because they've been convinced. Next movie night, I don't want it to be a bland movie night. I want to have Opopop for my movie night and go from there. Now this is a brand. I'm just going to play the first part of this because it's kind of long, but this is for Kieranika, a women's hair regrowth product. This is a product they were running mostly direct response TV. They could never get YouTube to work. They got Meta to work, never get YouTube to work. We worked with them, this is a number of years ago. We were able to get them to over seven figures and spend monthly at a profitable return, measurable, profitable return.

‍

(38:50):

One of the things that we found, and Jacques's going to talk a little bit about creative story arc, but I'm going to give you just a quick example here. This kind of had a lead up, had a lead up into the ad and it was like, okay, worked for TV. As we looked at it, I was like, wait a minute, I don't like that. I don't like that hook. I don't like that opening, but I like this opening. And so there was a part kind of 15 seconds in that I was like, "Hey, this has got to be the opening. So I'm going to play this part so you can see for

‍

Brett Curry (39:16):

Yourself." This was a bald spot and now look at this. I have more hair, which is all due to Karenique. It actually grew hair. Karinique has given me more hair. It has made my hair shiny. It's even made my hair thicker. I would've never thought that this and this can happen in such a simple product.

‍

Brett Curry (39:40):

Don't live with thinning hair.

‍

Brett Curry (39:42):

So then it started with the explanation. So there was a version that kind of started with the explanation, not a great place to start. Start right with a dramatic story. This was a bald spot and that looks thick and full and beautiful. And then she tells her story. And so that ad worked. Now, media buying was also a huge part of that, really important, but getting the creative right mattered and mattered big time. I believe this is one of the most important things you can do right here. If you want to go from pretty good in YouTube to really excelling and kind of transformational growth, you got to get good at this. Creative feedback loops. What are we seeing in the data? What is that telling us? And then what are we changing because of that? I think we live in a world, in fact, I don't think I know this.

‍

(40:24):

We just have data being vomited all over us. We just get data, data, data. Nobody needs more data. We just need to know what should I do with this data? And so this is one of the rules we have at OMG. We're putting together a deck, we're talking to a client. What do you want me to do with this data? Like you're showing this data to a client. What is the action? What is the insight? What does this mean? Not just a whole bunch of data. And so the really kind of three main areas we're going to tweak as we look at performance. Do we need new hooks or new angles to open the video like we saw with Karen Eak? Is it the product demo? Is the product demo falling flat? Is there something in the video where maybe it starts great, but then I'm peeking at my phone halfway through or I'm looking out the window or you've lost me.

‍

(41:06):

Is there something with the product demo that needs to get better and or is it offer related? Is there something where you're saying, here's why you need to take action or do something right now? So a couple rules of thumb and then I'm going to show you the numbers we look at on a regular basis. If you got a relatively low view rate and this is relative, depends on brands, happy to kind of walk through some benchmarks at a break with you. But if the view rate is low, meaning we're serving this ad to a bunch of people and not that many of them are watching. Most of them or an overly high percentage are skipping then the hook isn't right. The hook is not quite there. Could be audiences well, maybe just targeting the wrong person, but likely you need to go back to the drawing board with the hook.

‍

(41:48):

What if people are watching it? What if they're watching it, but they're not clicking? So view rate's good. People that get served the ad, they watch it, but they're not clicking. And I know I just said not a lot of people click YouTube ad and that's true. Again, this is relatively speaking. So are they not a relative number clicking on the ad? That's likely product demo, but yeah, go right ahead. Yeah.

‍

(42:10):

Great. Let's just talk about that. Yeah, not a slide, but I'll just walk through it with you. So there's a few places to look, but if you're running instream ads, that's the bulk of where you're going to find success with YouTube. Those are the pre-roll, mid-roll, skippable ads. Really the number we should care about is return or if there's incrementality and stuff like that. But if that view rate dips below 20%, you got problems. There's an issue with you're targeting the wrong person or more likely it's just a bad ad. So for instream, usually in the mid 20s to mid 30s, if we're running a performance campaign. So that would be demand gen campaigns. That's where we're telling the algorithm, go find me new customers at this target row as or target CPA. And if that view rate's not in the mid 20s to mid 30s, you probably got some problems.

‍

(43:02):

It could be low 20s and still work, but in that range is good. If you're running on TV, it needs to be like 50 or higher because it's just harder to skip on TV, people just watching, kind of chilling. So like a 30% view rate on TV, your ad sucks. Yeah, go ahead.

‍

Brett Curry (43:21):

No, person watch the video for it to be like, okay, even though too many people are watching it, but what percentage of the video watch for it to be like, okay, this ... Because many people after the book immediately click or they immediately ...

‍

Brett Curry (43:37):

It's a great question. So how long should somebody watch a video? I'll share a couple things really quickly. One, with YouTube, if we're trying to measure performance, trying to measure direct purchases, incremental purchases, whatever, I've never seen an ad less than 30 seconds do really well. I just haven't. Great for views, great for reminding of things. We ran some shorter ads for Arctic, but it was to reinforce. So longer than 30 ads for the ad you run, you got to do that. Some people look at what percentage of the ad did they view. Ultimately, I don't really care about that, but what I do want to see is how long did they watch? And I know they may be like, "Well, what does that mean?" Well, if I'm running a 90-second ad, they may watch 30% of that, but that's 30 seconds, right? They may watch 30% of a 30-second and that's only 10 seconds.

‍

(44:32):

That extra time engaging with the ad is really important. And so I'll show you a sheet that we build.This will be for an actual client, it's all grayed out and stuff on who it is. But I do want to look at, and there's a great stat called average watch time per impression. That's the stat that will kind of blow your mind. If you think about whatever the average is on Meta, it's a couple seconds or whatever. We've got some ads, some raindrop ads, some other ads where it's like 30 to 40 seconds. Average watch time per person we show the ad to, which is kind of mind blowing. And so I would look more at that. How long are people watching rather than some percentage game because then you'll always be like, "Oh, well, this short ad had a higher percentage." I want to look at how long is someone watching.

‍

(45:15):

Yes, ma'am.

‍

Brett Curry (45:17):

Thinking about

‍

Brett Curry (45:20):

Type on that.

‍

Brett Curry (45:21):

Yeah.

‍

Brett Curry (45:23):

When I'm watching two on TV, I rarely skip the ad.

‍

Brett Curry (45:26):

Yep, yep.

‍

(45:28):

Yeah. Maybe the remote side in your lab, maybe sitting over here. It's just work to skip an ad on TV. Yeah. Yeah. Yes. So we do want to look at that. And actually, let me talk about this and I'll show you a sheet, which I think will clarify quite a bit of this. So if we're looking at low click-through rates, this is where I would say the product demo is not good or that there's just something you're not getting someone over the edge to actually click. And again, it's relatively speaking because people don't click YouTube ads as much. And then if it's a low conversion rate, it's almost always offer driven. Okay. So then this is what we break down and this is the type of thing we build. Happy to build this for you as well, but we're looking at each video. What are the most important numbers?

‍

(46:09):

So obviously all we really care about, and this is a client that they really pay attention to ROAS. So ROAS is what we care about. If the ROAS was smashing and the view rate was garbage, I wouldn't really care. I would just keep sending money. But you see there's a stark difference between instream and shorts, right? And you can see this one, is there a laser? I don't know. It doesn't matter. This one is only like an 18% instream view rate that's low, but the ROAS is good. So we're going to lean in a litle bit there and keep doing that. But there's a big difference between instream and short. So in stream, 20s and 30s usually pretty good for conversion focused campaigns. Shorts anywhere in the five range is good. Five to seven, great view rate for shorts. So it is absolutely relative. And then on the click-through rate side of things, anything over a 0.5, it's really good on YouTube.

‍

(47:01):

Again, people just don't click. So you're north of 0.5, you're approaching a one. Wow, there's something pretty impressive here. But the few things we look at is sometimes we've got something like that. Was that fourth one down? Bad view rate, 19% or borderline bad. Amazing click-through rate. Okay. So there's something in the hook that's not quite getting people to stick around, but if they do, they're clicking. So now let's rework the hook on that or advise the team like, "Hey, this hook sucks. We got to fix it. " But then you can see kind of the duration of the ad there that's column O and then how long people are watching. So again, this is average watch time per impression, but there are several of these that are in the 20s or 30s, which is just, you won't find that on any other platform other than maybe AppLovin where they've forced you to watch it or whatever, but people are engaging with these ads.

‍

(47:53):

And so that's one of my favorite metrics is the metric that we talk about a lot with Raindrop. And we've seen some, I'm trying to remember which some of our top ones were about 45 seconds, 45 second average watchlight. It's crazy per impression. And so people just love some of these ads and you have so much more opportunity to convince them to sell them, for them to remember you, for them to search for you later if they engage a little bit longer. But this is the type of stuff you need to be feeding to your team so that you know what to iterate on next, know what to tweak next. And so this data is all there, but it can be overwhelming until you look at it and say, "Okay, well, this is what we're going to test next because of this. " Great. Any other questions?

‍

(48:32):

Did that answer the questions pretty well at least? Okay, awesome. All right, great. And so let's move on then to campaign structure. Now I mentioned, I used to do TV buying. I'm a media guy. I like numbers. I'm kind of a nerd with this stuff. Media buying still matters. You've probably seen posts on LinkedIn. Media buying is dead, doesn't matter. Great posts for getting engagement on LinkedIn, no doubt about it. And no offense if you've posted that. But the campaign structure does matter. We can take a good creative and give it life and give it fuel or we can squash it with our media buying approach. And so a few things to keep in mind here is depending on what we're trying to do, the structure of the campaigns are going to look different. So if I'm trying to drive retail sales, I'm trying to get people to go buy Arctic or go buy native or go buy Lumi or Mando or something like that, I'm going to lean more into video view campaigns and video reach campaigns.

‍

(49:26):

I'm going to be on TVs. I'm going to try to get a lot of low cost, good, engaged reach. I may do some conversion focused campaigns, but you can't really track those in- store purchases that much, so I'm not going to lean into that as much. And so I'll probably try to get 50% or more of my budget going to TVs. If I'm looking at overall lifts, I'm almost equally interested in online, Amazon and in store, then it's going to maybe look a little more like this where I've got more focus on conversion campaigns, those where I'm bidding for a conversion, but then I'm going to do some view-based campaigns as well. We actually were fascinated. We're talking to a big brand. They spend like three to four million a month on Meta and we found it's just so hard. Even like you put a lot of exclusions on your YouTube campaigns, it's kind of hard to get out from under that shadow because if you lean into conversion focused campaigns, I think the algorithm's just like finding people that are kind of engaged, even if they're new.

‍

(50:21):

And so we're having to lean into view-based campaigns here to reach net new people. We'll see bigger brands doing that. You've just got to invest in how to reach net new, incrementally new customers. And so then if it's kind of D2C sales, we're mostly leaning into demand gen campaigns. Okay, great. Real quickly here, if you want to go from TikTok or Instagram reels, I mentioned before, most of those ads won't translate, they just won't. But if you want to do this, and we've actually seen this working more recently than ever in the past, you got to think about a couple things. These ads just fun, but they're not going to write conversions, and burnouts within Arctic. This is great for views, doesn't really drive conversions, right? Here's a quick example of natives.

‍

Brett Curry (51:10):

Has moisturization helps my skin to feel

‍

Brett Curry (51:12):

So- Same bad we saw before just in a different format. So here's the thing you got to pay attention to. If you want to take your winners from Meta or TikTok or wherever and test them on YouTube, this is where you got to start. So the ones that do work, they fit this mold. And we have seen more success here. A couple of home focused products where we take winners from Meta, put it onto YouTube and they kind of work, but they all fit this. So 30 seconds or longer, voiceover, meaning someone is speaking, whether it's face to camera or just like a voiceover. We see the product in action. Of course, I think most ads have that CTA or an offer and then not just thumbstop only. Sometimes ads work because they thumb stop and you got text around it to get someone to click.

‍

(51:56):

It's got to be the ads got to do the heavy lifting. And so if you have winning Meta ads that meet that criteria, I would test it on YouTube and you may find some success there. Okay. Last thing, measure, model, maximize where you get real nerdy. It's also where you make a lot of money and maybe you win some awards, but you really win that award of better growth and better merr and better overall performance. So it's kind of the trifecta of lift that we like to measure. I mentioned search lift, brand lift can be important as well and then sales lift. So do talk to the product specialist from YouTube at the lunch break about the way kind of lift studies work. But then the trifecta of measurement, you really got to look at all three of these things. So MTA is our multi-touch attribution.

‍

(52:42):

MMM, that's our marketing mix modeling. We're looking at causality. As this moves up, do sales move up with it? As this moves down, do sales move down with it Built on the rule that correlation might not equal causation, but if there is no correlation, there is no causation. So that's kind of what this was built on. So you need an MMM and then incrementality, also a great tool. Northbeam's building all of them so you can just chat with them. But the idea and the way you work these together is, hey, maybe our attribution in platform or an MTA like Northbeam, that's where we're kind of making some of our day-to-day decisions of, I'm pressing this button in platform, I'm optimizing this if this ad is working or not. But then we're taking those incrementality results and calibrating what we see there. And then we're looking at the marketing mix modeling from a bigger perspective to say, how much budget should I be moving to various channels?

‍

(53:35):

And so this is actually what you can get with Google. This is one of their conversion lift studies. So again, talk to one of the product specialists about this. Oh, no, I'm sorry, that's actually a brand, that's a search lift. So we drove like 123% search lift for one particular brand. But then also, and this is a little bit hard to see, but at the bottom, this is for a pretty large home furnishing item. This was looking at a user holdout. So again, group of users, some of them saw the ads, some of them didn't. Let's measure the difference. This led to 105 incremental purchases where Google scientifically said, "Hey, these purchases would not have happened without YouTube." It was about $874,000 in conversion value from those conversions, the view of that. And then this is an MMM. This is a brand that they came to us.

‍

(54:25):

They were doing well on YouTube, but they were like, "Hey, what if we tripled YouTube?" And I'm like, "Yes, that sounds fun." And so we helped them with creative and campaigns and stuff and we did triple the spend. And then this is an MMM tool and it said, "Hey, triple the results." So I was looking at, again, looking at from a correlation perspective as spend goes up, do sales go up and what do we believe about that from this measurement tool? And so we started leaning in more. We did an incrementality test to also kind of verify, but this is what we got to look at now. We got to look at this from a few different perspectives to understand what is really going on here. And so I know this may seem a little bit overwhelming. I think it's also fun, but hey, nothing that's really worthwhile is ever easy.

‍

(55:13):

So you got to be able to understand this and then dive into it. As I wrap up here, going to turn over to Jacques Spitzer in a second, there are ways we can help love to do a strategic review, love to talk about YouTube readiness, YouTube roadmap, kind of where are you, how close are you to being ready to push the gas on YouTube, can help with other channels as well, of course. And then we also offer free service. So I got some clients here where we're kind of running the show for them in these channels. We also have a number of other brands where they've got an in- house team or they've got an agency for a couple different channels, but they say to us, "Hey, will you just consult on YouTube? Will you just come in and help us with YouTube?" I actually got a number of brands that are doing big incrementality studies and they're saying, "Hey, just help us, help us get this right before we lean into this study." So we do that as well.

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(56:03):

That's me in my podcast room. I'm not even sure what I'm doing right there, but regardless, if you'd like to meet with me or my team, that will get you to our contact page. And so that's it for me. Thank you so much. You guys were amazing. That'll do it for this week's episode. One final mention if you feel like you've stalled out with your growth, if you feel like you've missed opportunities and if you feel like your current team or agency, they just don't have that buyer anymore, or maybe you feel like you've outgrown them, we would love to chat. You may be missing opportunities and we don't want to miss an opportunity to work with great brands. So if you'd love to scale on YouTube or Google or Meta or Amazon or email and SMS, or just like a second set of eyes to look over how you're growing right now, visit us at omgcommerce.com and we can't wait to help you scale profitably.

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