Video Advertising

Measuring YouTube against Search-shaped KPIs can make effective advertising look inefficient and weak advertising look defensible. Start with the goal, then decide what evidence would actually demonstrate success.

Dez Calton · 12 min

YouTube Shorts inventory has matured enough to evaluate seriously as a performance channel. The CPMs are lower than long-form, the audience size is substantial, and there is now enough campaign data to understand when it earns its place in a media plan.

Teodor Yordanov · 4 min