Beyond the Click: Unlocking CTV's True Value on YouTube

According to Nielsen, YouTube is the #1 player in CTV based on time spent.  While YouTube remains a powerhouse for both brand and performance campaigns, the measurement disparities between CTV and other YouTube placements often create a perplexing challenge. The allure of low-cost conversions from Demand Gen campaigns can overshadow the significant brand-building potential of CTV, leading many to question its true value. However, dismissing CTV based on limited conversion data would be a critical oversight, especially considering the majority of YouTube viewership is now occurring on the big screen. 

The CTV Measurement Head-Scratcher: 

The core issue lies in the contrasting measurement methodologies. Unlike the granular, real-time data available for mobile and desktop YouTube placements, CTV measurement presents a unique set of challenges. The signals we rely on for performance-driven campaigns simply aren't as readily available. While Google has announced forthcoming changes aimed at bridging this gap, these updates have yet to fully materialize, leaving marketers in a measurement limbo. This disparity can lead to an "apples to oranges" comparison, where CTV's impact on brand awareness, and bottom line results  is undervalued due to its different measurement lens. 

The Lower-Funnel Rabbit Hole: 

It's so tempting to chase the shiny lure of those immediate conversion metrics. Although these campaigns promise quick gains, they often overlook the upper-funnel stage where brand awareness is built and initial interest is generated in the first place. Starve that upper funnel, and your growth is going to hit a wall. 

Big Screen Brand Glory: 

Reach campaigns, particularly those leveraging CTV, offer a powerful alternative. By prioritizing reach and brand awareness, these campaigns tap into the immersive, big-screen experience of CTV, elevating the brand in a way that mobile and desktop placements cannot replicate. They also reach the user at a formative point in the consumer journey compared to Performance-based campaigns.  While conversion volumes may be lower or at least reported as so, the impact on brand perception and long-term equity is undeniable. 

Case Study: Demand Gen vs. Reach on YouTube: 

A recent brand lift study highlights this contrast. Our analysis compared Demand Gen campaigns (mobile/desktop, CPA bidding) with Reach campaigns (CTV, CPM bidding). As the visual illustrates, Demand Gen drove cost  efficient $4 conversions, but brand lift was a no-show.  

Conversely, the Reach campaign, targeting CTV, achieved a 2x increase in brand awareness, albeit with a $419 CPA. This demonstrates the distinct roles these campaign types play. While Demand Gen excels in driving immediate action, Reach effectively builds brand equity through the impactful CTV experience. And with the gap in measurement, conversions are happening as a result of viewing an ad on CTV, they are just not attributed in Google's platform.  

Getting Over Our Fear of the Unknown: 

The need for alternative measurement strategies, such as brand lift studies, geo-lift analysis, and media mix modeling (MMM), can deter brands from investing in CTV. However, the tremendous scale and opportunity that YouTube provides, particularly via CTV, should not be overlooked. The hesitancy often stems from a lack of comfort with change, the perceived extra effort, or a general unfamiliarity with YouTube's evolving landscape or the platform itself.  

The "They're Not Fighting, They're Holding Hands" Approach: 

Success lies in recognizing that YouTube Reach and those performance-driven YouTube placements are not mutually exclusive but rather vital partners. They're like those best friends who bring out the best in each other. Your performance campaigns get that immediate action, but pairing them with the brand-building power of CTV is where the real magic happens. A smart, balanced strategy across both is your ticket to bigger and better growth.  

Let Us Be Your YouTube Sherpa: 

Our agency specializes in helping brands navigate this complex landscape. We speak fluent YouTube. We can craft a custom strategy that maximizes the ROI out of combining both your brand and performance efforts. We’ll help you see the data for what it really is and unlock the true, often-hidden, value of YouTube CTV. 

Don't let the YouTube measurement challenges deter you from CTV's brand-boosting magic. Let’s chat, and we’ll show you how to build a video strategy that actually works.