The only awareness channel you can actually measure.
Full-funnel video — from view-through demand creation to Demand Gen conversion — on the screen where attention now lives. Web and app.
"YouTube is the #1 streaming platform on the TV screen and a genuine performance channel, not just branding. Its strength is completion and view-through, so it must be measured with lift, not last-click."
Strategy → Deployment → Scale → Attribution
Hook-first creative strategy (first 5 seconds), audience signals (custom intent, in-market, first-party + GA4), format mix (skippable in-stream, bumpers, Shorts, CTV), remarketing-heavy launch.
Demand Gen setup with YouTube channel controls, view-through conversion windows (24–48h), 70/20/10 launch split (remarketing / prospecting / creative testing).
Hook variant testing, CTV vs mobile split, Shorts expansion (short-form was ~22% of YouTube ad revenue in 2025).
Google Ads experiments for incremental lift, view-through conversion measurement, MMM for true video contribution.
We run both.
View-through to site conversion.
Video-for-installs, in-app-event optimization.
Baselines to beat, not finish lines.
Common questions.
Is YouTube really a performance channel?+
Yes — measured with view-through and geo-lift, not last-click. We treat it as top-of-funnel demand creation that pays off downstream.
Shorts, in-stream, or CTV?+
All three, split by objective and audience. Shorts for young-skew reach; in-stream for view-through conversion; CTV for household-level lift.