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.
B2B buyers complete 70% of their research anonymously before talking to sales. Here is how agencies can use intent anomaly spikes to build targeted account lists before competitors arrive.
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.
