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This is like TV advertising
for our generation,

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but way better than TV
advertising could ever be.

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Well, hello and welcome to another edition
of the E-Commerce Evolution podcast.

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I’m your host, Brett
Curry, CEO of OMG Commerce,

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and today is a unique episode.

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This is actually a recording that I did.

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I was a guest on my buddy Jordan West’s

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podcast and we dove into YouTube. Now,

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Jordan West is a pro. He is
a master of TikTok shops.

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He’s built multiple brands,

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and his podcast is the secrets
to scaling your E-Commerce brand.

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And we talked all about YouTube. Now,

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the reason we dove into
this episode right now,

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this is coming off the heels of
really a groundbreaking research

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piece or research project that
was released by House Analytics,

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HAUS.

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Olivia Corey and team there have done
some brilliant work all around the

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idea and the practice of measuring
incrementality. We’re seeing the true

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impact of channels. And so they tested,

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they did 190 incrementality
tests that involved YouTube with

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74 brands, and the
results were mind blowing.

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She was on a podcast with Andrew Ferris
Albe on that podcast soon as well.

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But the idea here is that YouTube severely
underreport or Google Ads severely

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underreport, the actual impact the
YouTube ads has to the tune of about

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70% underreporting. Or
another way to look at that.

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The reverse is it’s about 3.42 x more

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incremental than what you see there.

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So if you’re seeing a one row
as an example in platform,

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the actual impact is probably
a 3.42 x ROAS or 3.42 roas,

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which is amazing. And so in this podcast,

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Jordan asked me about our
experiences as an agency.

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We’re known as one of the top
YouTube ad agencies for D two C

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brands. So tell lots of stories, lots
of examples on the creative side,

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on the measurement side ways we’ve
used YouTube to grow retail sales,

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omnichannel sales, I think it’s
going to be informative, instructive,

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and hopefully fun. So with that,

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please enjoy the interview
that I did with Jordan West

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YouTube ads.

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Hey guys, Jordan West back here Today.

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I am so excited about
this podcast episode.

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I have one of the experts in the
space in the YouTube space that is

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Brett Curry on the podcast for I believe
a second time, maybe even third time.

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Brett, welcome back to the show.

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Yeah, Jordan Min awesome to be here. It
is for sure, at least the second time.

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And maybe the third, I’m not sure,
but let’s make this the best one yet.

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That’ll be our goal.

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I was so happy when you reached showed
to me, I’m like, yes, I want to.

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I was really hoping we were going
to talk about YouTube. I just said,

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Brett Ray showed. I’m like, I
will have him on the podcast.

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I have no doubt that there’s
going to be tons of value here.

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So really looking forward to this. Brett,
before we begin and really dive in,

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tell for people who
dunno anything about you,

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tell us a little bit about who
you are and what you do. Totally.

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So I’m the CEO co-founder of OMG Commerce.

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We are a performance
digital marketing agency.

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We focus primarily on D two c e-commerce
and omnichannel retail brands,

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specialty with YouTube ads
as we’ll talk about today.

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But also all things
Google. We lean into meta.

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We’re full service on Amazon and
we do retention marketing as well.

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So email and SMS,

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but I’m just passionate about
marketing that works and marketing that

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builds a brand and also
drives bottom line impact.

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So got team of about 40. We’ve been doing
this since 2010, won some cool awards,

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been featured with some Google case
studies and some other fun stuff.

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But at my core, I’m a
marketing and business junkie,

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and so thrilled to be
talking with you today.

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Awesome, awesome. I’m really looking
forward to this conversation.

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I think one of the interesting things
that you and I were touching on before we

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actually pressed record here was
this idea around trying to measure

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incrementality of some of these channels
that are really hard to measure.

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So for me, everyone knows I’ve gone
super hard on TikTok this year.

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I think the reason why TikTok shop was
so interesting to me is that we always

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knew TikTok was driving business results.

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Yes. But.

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No one could ever tell you that
there was no measure, couldn’t.

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Measure it.

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Right? Because it just doesn’t
work like that on TikTok.

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It’s not a direct response channel. In
the same way now TikTok shop is right.

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Shop has changed all of that,

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and we have this nice closed
ecosystem that you can measure,

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but I talk about this halo off
of TikTok shop the entire time.

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But interestingly,

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YouTube is such a similar channel to
me where it’s like how many times do I,

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am I watching something on YouTube?
I see an ad and I’m like, yeah,

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I should go buy that product.
I totally forgot about that.

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I never in my life have ever clicked from
a YouTube ad over into buy a product,

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never once because I’m watching
something, but it’s there with me.

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It’s the TV of 2025.

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Exactly.

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Yeah. And.

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It’s so interesting.

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Walk me through this.
What are your thoughts?

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Why are you still in the YouTube game.

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And.

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How do you continue to.

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Scale? Partially because
I’m a glu for punishment.

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I don’t like to do anything
the easy way. Apparently.

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I like to get beat up on a daily
basis. So leaning into YouTube,

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it’s a bit of a battle.

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A lot of people have rid off YouTube
as a viable channel for growing their

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business.

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A lot of people opt to just pour all
their dollars back into meta and hey,

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I’m a believer in meta ads. We spend
on meta, even as an agency, of course,

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not just for our clients,
but for omg, but for.

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Yourselves, of course.

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I love. But YouTube is so unique,
and I love the way you framed it,

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and I fully agree with this statement.

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This is TV advertising for our generation,

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but way better than TV
advertising could ever be.

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And I’ll kind of set this up a little bit.

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So I got my start when I was in
college in the early two thousands.

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I worked at a radio station and they
got involved in some TV and stuff,

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but I just remember talking to local
retailers, local furniture stores,

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local car dealerships, local restaurants,

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and they would tell me things like when
we advertise on radio, maybe it works,

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maybe it doesn’t, I don’t
know. But when I run TV ads,

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people come in and people mention it,
and they couldn’t directly attribute,

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but they could feel it and they could
see it. When the TV ads were on,

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people were coming in, right?
That’s incrementality. You shut TV off.

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That business goes away. And
so that’s what YouTube is now,

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and we’ve all just gotten addicted
to last click or multitouch

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attribution models where
we want to see the click.

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We want to see the evidence that
this ad led to this sale or this

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result. Ultimately, I think
we were all coming to that.

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We’ve kind of come full circle. It
was like, oh, offline is so difficult.

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You can’t measure it. Online is
magical. You can measure everything.

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To always we’re measuring online is
really shortsighted and maybe not very

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helpful. We want to just as an
example, lean in fully to roas. Well,

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if you want to maximize roas, just run
branded search. That’s the maximum.

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ROAS course. Of course. And then
try scaling in. Yeah, right.

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This is the hilarious thing. It is funny.

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I’ve been trying to
lean in on how, for me,

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I owned a bunch of brands over the years
and trying to lean in on how I can help

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e-comm brand owners,

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especially the smaller ones
that we don’t work with anymore.

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I’m trying to figure out, I’m like,

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how do I help you guys that
are listening to this podcast?

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A lot of you guys are
listening to this podcast,

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and profitability is an interesting thing.

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We’ve been obsessed with these
marketing metrics that just don’t matter

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What we see in branded search,

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what we see in most people
running Facebook ads on
bottom of funnel. I’m like,

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good. You think that
looks good? Who cares?

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It doesn’t do anything for your business.

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It’s not going to make you
profitable at the end of the day.

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This is something I obsessed with.

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It off up, probably no negative impact
to your business. Shut that off.

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You’ll probably get all the
sales. You’re currently kidding.

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Totally, totally. Exactly. YouTube again,

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I was telling you about a funny little
small case study and from a colleague of

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yours that’s running this ad
accountant, it’s us spending a ton,

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I think it’s 20 or 30 KA month right now,

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but I will tell you it as we
scale it up, right on platform,

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it’s showing about a one return on
ad spend. So normally you’d say,

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let’s turn that off, right? Yeah. Well,
when we turn that off, everything dies.

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There’s no business. So
that’s number one. Number two,

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the MER is about 3.5,

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so I’m not dumb. I know
something’s happening there.

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So that’s my sort of look at
all of this of like, wait,

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we’ve got to get out of this granularity
that we think that we know how a

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customer journey works. Come on.

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We’ll never know how a
customer journey exactly works.

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Customers don’t know how their customer
journey works. They don’t know they’re,

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they’re seeing things and
reacting and then reacting again.

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And they probably couldn’t even
stitch together their buying journey.

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So what makes you think you’ll nail
that with 100% accuracy? You just won’t.

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So tell me what you guys do.

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You’ve been all in on YouTube since
I’ve known you. You’re the YouTube guy,

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Brett.

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Yeah. I mean, this is
what we’re known for.

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A lot of big brands come to us because
we’ve cracked the code, so to speak,

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on how to make YouTube ads
work. And the good news is,

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while it’s not measurable
in the same way that meta

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ads are, or in the same way
that search or shopping ads are,

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you can measure it. You’ve just
got to work a little bit harder.

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You got to kind of triangulate
the truth a little bit,

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but you nailed it earlier,
Jordan, when you said,

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I’ve never clicked on a YouTube ad, right?
YouTube is the TV of our generation.

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Nobody clicks on their tv. So you
just use that as your comparison.

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And actually this is interesting.
Over 50% of views now,

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and I’ve seen numbers show as much
as 60% of all views on YouTube,

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just the YouTube app are on TV screens.

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It’s the fastest growing platform or
fastest growing screen for YouTube

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consumption. Yes,

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there’s the option to send a phone or
you can scan a QR code on those YouTube

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ads that appear on a smart
TV or a connected tv.

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But that’s so rare that usually
you’re doing something on YouTube,

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you’re probably not
going to do those things.

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And so it’s just people don’t
interact with YouTube the way they do,

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even Facebook or TikTok. And so you have,

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I want to give you that at a
core level. Yeah, go ahead.

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I just want to give everybody
a fun anecdote here.

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So my kids watch a lot of YouTube. They’ve
got the few creators that they love.

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My daughters love Mariah Elizabeth,
she does all these crafts and stuff,

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and then obviously Mr. Beast,
right? Everyone, Mr. Beast.

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Mr. Beast. Beast. Yep. He’s the best.

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And there’s these massively long
YouTube ads in between, right?

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There’s like 62nd.

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My kids recently came to me and they
said, dad, I hope in the next election,

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now remember I’m Canadian and we
are now going, right, of course.

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Just like everyone’s making the swings.

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And so they come up to
me and they’re like, dad,

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I really hope in the next election that
you’re going to be voting for Pierre

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Polly because his tax
plan seems really good.

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Remember this is 11 and 9-year-old.

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I’ve heard a lot of things about
what he said, and I’m like,

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don’t ever tell me YouTube ads
don’t work because exactly. You.

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Have to be watching them,
dude, that is so good.

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And I remember as a kid, for me,

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and this still was stuck in my brain and
probably meant that I was destined for

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a career in advertising.

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I remember trying to convince my
parents to buy Ginsu knives because I

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saw these great commercials and I’m
like, guys, you don’t understand.

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You can cut through a can of Pepsi
and then you can cut a tomato without

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sharpening. And I’m just regurgitating
the ad, but it’s such a good example.

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00:12:06,040 –> 00:12:09,460
So yeah, your kids are now a
spokesperson for political qualities.

217
00:12:10,060 –> 00:12:11,020
Exactly. Exactly.

218
00:12:11,140 –> 00:12:14,610
Yeah, that’s such a good story. Anything.

219
00:12:15,710 –> 00:12:19,810
So what’s funny is that this is
years ago, I think this is 2018,

220
00:12:19,810 –> 00:12:22,330
maybe 2017 or 2018,
somewhere around there.

221
00:12:22,420 –> 00:12:25,660
And we just had this little
tiny agency at the time.

222
00:12:25,660 –> 00:12:28,450
Now we’re kind of similar
to your guys’ size.

223
00:12:28,450 –> 00:12:30,220
I was actually just looking
around 40 right now.

224
00:12:30,400 –> 00:12:31,233
And.

225
00:12:31,240 –> 00:12:32,860
I think there was three of us at the time,

226
00:12:32,860 –> 00:12:37,810
and my accountant decided to run for
mayor, and I thought to myself, well,

227
00:12:37,840 –> 00:12:42,730
what’s the best way that
I can get him seen by

228
00:12:42,730 –> 00:12:46,000
everybody in the city that we live in?
Abbotsford, it’s called. It’s like,

229
00:12:46,000 –> 00:12:49,630
how can I get him seen? And I was like,
I think I’m just going to go to YouTube.

230
00:12:49,750 –> 00:12:52,690
And so I’ve made these
really long videos of him.

231
00:12:52,960 –> 00:12:55,840
Remember he was a
candidate that nobody knew.

232
00:12:56,050 –> 00:12:59,470
He ended up getting second
place and getting about,

233
00:12:59,470 –> 00:13:02,320
I think it was somewhere around like
30% of the vote. And I was like, whoa.

234
00:13:02,350 –> 00:13:06,340
And even more, we have this meme account
on Instagram called Asford Memes,

235
00:13:06,400 –> 00:13:11,140
and one of the posts on there was about
his YouTube videos being everywhere.

236
00:13:11,140 –> 00:13:13,360
And I was like, crazy. Yes, this works.

237
00:13:13,360 –> 00:13:15,190
I wish I would’ve just
tripled down on that.

238
00:13:15,310 –> 00:13:16,510
No doubt. No doubt. Yeah.

239
00:13:16,510 –> 00:13:19,600
Last kind of little anecdote that’s
related to this part of what we’re talking

240
00:13:19,600 –> 00:13:22,120
about. We have an appliance store client,

241
00:13:22,210 –> 00:13:23,590
someone that I’ve known a long time there.

242
00:13:23,590 –> 00:13:26,380
They’ve got locations here in
Springfield in Missouri where I’m based,

243
00:13:26,380 –> 00:13:27,730
but all over Oklahoma and stuff.

244
00:13:28,000 –> 00:13:29,890
So we’ve been talking to them
for a long time about, Hey,

245
00:13:29,920 –> 00:13:32,920
give us a little bit of your TV
budget, because they spent a lot on tv,

246
00:13:33,280 –> 00:13:34,120
sell appliances,

247
00:13:34,120 –> 00:13:38,290
give us a little bit for YouTube because
we were running all their Google search

248
00:13:38,290 –> 00:13:40,900
ads and stuff like that. And so
they finally gave us a budget,

249
00:13:40,900 –> 00:13:42,430
not a ton of budget,

250
00:13:42,430 –> 00:13:46,510
but some for a few key markets
for one of their appliance chains.

251
00:13:46,570 –> 00:13:51,490
And they just came back to us and they
said, guys in Q1 so far of this year,

252
00:13:51,610 –> 00:13:56,350
these stores are up 35% over last year.

253
00:13:56,440 –> 00:14:00,010
One of their other chains is
flat, basically. And they’re like.

254
00:14:00,010 –> 00:14:02,250
Interesting. So you got
to have a case study.

255
00:14:03,050 –> 00:14:07,090
A case study. Yeah. So I don’t know if
they want anything released publicly. So

256
00:14:08,800 –> 00:14:12,550
I’ve got a few case studies I can get
into in detail with you, please. Yeah.

257
00:14:12,550 –> 00:14:15,220
Yeah, 35% over other stores.

258
00:14:15,220 –> 00:14:18,970
And the only thing they changed
was taking some TV budget,

259
00:14:19,120 –> 00:14:22,630
putting it onto YouTube, and
voila, they got more gross.

260
00:14:23,380 –> 00:14:26,500
I mean, this is the thing that we’ve
talked, and we’ve talked about this.

261
00:14:26,500 –> 00:14:29,980
It’s funny because I’m on TikTok land
over here and you’re over in YouTube land,

262
00:14:29,980 –> 00:14:33,700
and these are the two things that nobody
on Twitter really ever talks about

263
00:14:33,940 –> 00:14:35,770
because they can’t measure them,

264
00:14:35,770 –> 00:14:39,280
and yet we all know that
they drive both of these,

265
00:14:39,280 –> 00:14:42,520
drive this massive halo. Right? There is,

266
00:14:43,060 –> 00:14:46,060
I’m sure we’ll talk in
very generalizations here,

267
00:14:46,060 –> 00:14:50,020
but I was talking to a guy the other day
who happens to do some advertising for

268
00:14:50,020 –> 00:14:53,210
one of the biggest supplement
companies on Amazon,

269
00:14:53,300 –> 00:14:56,210
and they’re the biggest
supplement company right now on,

270
00:14:56,240 –> 00:14:58,340
or one of them out on TikTok shop.

271
00:14:58,610 –> 00:15:02,660
Their Amazon business has doubled
this year with no more Amazon spend.

272
00:15:03,470 –> 00:15:05,120
All I’m saying is we’ve got,

273
00:15:05,120 –> 00:15:07,130
if you guys are going to get
anything from this episode,

274
00:15:07,130 –> 00:15:11,030
just remember that in the meme curve,

275
00:15:11,720 –> 00:15:15,500
the person that is obsessed
with Triple Whale is

276
00:15:16,640 –> 00:15:19,640
not the one at this end of
the curve, right? Yep, yep.

277
00:15:19,850 –> 00:15:22,100
If you’re obsessively looking
at your numbers like that,

278
00:15:22,280 –> 00:15:23,510
that’s not how you run a business.

279
00:15:23,600 –> 00:15:23,990
Totally.

280
00:15:23,990 –> 00:15:24,750
That’s not how you do it.

281
00:15:24,750 –> 00:15:28,460
Yeah, yeah. So true. So let me
give you a couple of examples,

282
00:15:28,460 –> 00:15:29,690
a couple of additional examples,

283
00:15:29,690 –> 00:15:32,240
and then we may want to talk
through too at some point.

284
00:15:32,510 –> 00:15:34,550
When does it make sense to
start testing YouTube ads?

285
00:15:34,550 –> 00:15:37,370
When are you maybe not ready to test
on YouTube ads? Because I will say,

286
00:15:37,610 –> 00:15:41,180
even though I am a believer in YouTube
ads, I talk about it all the time.

287
00:15:41,180 –> 00:15:42,200
I speak on stages.

288
00:15:42,320 –> 00:15:45,950
I get invited to YouTube offices a couple
times a year to teach brands how to do

289
00:15:45,950 –> 00:15:47,510
this. It’s not for everybody,

290
00:15:47,510 –> 00:15:50,990
and it’s not the place to
start if you’re a young brand,

291
00:15:50,990 –> 00:15:53,960
probably so happy to talk through that.

292
00:15:53,960 –> 00:15:56,630
But one case study that I
think is really interesting,

293
00:15:56,630 –> 00:15:59,150
so this was a brand we worked
with a number of years ago.

294
00:16:00,140 –> 00:16:03,170
It’s a haircare product for
women with thinning hair,

295
00:16:03,230 –> 00:16:05,510
and this actually works so
well that now the founder,

296
00:16:05,510 –> 00:16:08,330
he sold the business and
now he’s a partner in OMG,

297
00:16:08,330 –> 00:16:10,490
which is kind of a cool fun first.

298
00:16:10,790 –> 00:16:11,540
That’s so fun.

299
00:16:11,540 –> 00:16:13,280
Yeah. Yeah, exactly. So with Kiran,

300
00:16:13,640 –> 00:16:15,800
they were doing a lot
with direct response tv,

301
00:16:15,980 –> 00:16:18,050
doing a lot with Meta
and a few other channels,

302
00:16:18,050 –> 00:16:20,510
but they could not get YouTube
to work. They tried it,

303
00:16:20,540 –> 00:16:22,280
tried and failed a number
of times. So we came in,

304
00:16:22,490 –> 00:16:24,320
we remapped the campaign strategy,

305
00:16:24,320 –> 00:16:27,620
we tweaked their creatives because
the creative were powerful,

306
00:16:27,830 –> 00:16:31,040
but they weren’t quite built for
YouTube, so we redid the creatives.

307
00:16:31,400 –> 00:16:32,990
Are we going to get into that?

308
00:16:33,230 –> 00:16:38,000
Because I think that’s an interesting
thing to get into is what makes a YouTube

309
00:16:38,210 –> 00:16:39,560
creative amazing. Sure.

310
00:16:39,650 –> 00:16:43,850
Yeah. So we can kind of dig into our
formula guidelines there on creative,

311
00:16:43,850 –> 00:16:46,430
but we tweaked the creative,
we redid the campaigns.

312
00:16:46,430 –> 00:16:49,910
We focused on who we’re going to target
on YouTube because targeting is so

313
00:16:49,910 –> 00:16:50,743
important on YouTube,

314
00:16:50,810 –> 00:16:55,340
we went from zero to a million dollars
in spend on YouTube and under 90 days

315
00:16:55,850 –> 00:17:00,620
while hitting their target CPA.
So this was direct response,

316
00:17:00,680 –> 00:17:05,360
applicable sales. Wow. They
had a high CPA ceiling,

317
00:17:05,600 –> 00:17:08,750
they had a landing page that converted
really well. They had a great product.

318
00:17:08,750 –> 00:17:12,890
They had a high take rate on subscriptions
so they could pay a lot for new

319
00:17:12,890 –> 00:17:17,060
customers. So it all worked, but
that was just purely D two C. Now,

320
00:17:17,060 –> 00:17:20,060
what we found then is as we started doing
that for months and months and months,

321
00:17:20,060 –> 00:17:23,240
we were asked to help them with their
Amazon business, and they were like,

322
00:17:23,420 –> 00:17:26,420
Amazon’s really taken off.
Amazon is going like gangbusters.

323
00:17:26,660 –> 00:17:28,460
And so we started helping
them grow on Amazon.

324
00:17:28,520 –> 00:17:30,620
We do full Amazon
channel management. Well,

325
00:17:30,620 –> 00:17:33,980
we hit a patch where we had to pause
YouTube ads for a bit due to some internal

326
00:17:33,980 –> 00:17:36,110
tracking and a couple of the things
you had to pause it for a bit.

327
00:17:36,380 –> 00:17:39,260
Oh, my favorite kind of AB
tests where it’s like, yeah.

328
00:17:39,440 –> 00:17:39,980
Exactly.

329
00:17:39,980 –> 00:17:41,450
I was forced to do this.

330
00:17:41,540 –> 00:17:46,100
The credit card bounced and I didn’t
see it for seven days. The best tests.

331
00:17:46,100 –> 00:17:48,200
Yeah, yeah, yeah, exactly.
It wasn’t a credit card best,

332
00:17:48,200 –> 00:17:50,460
but they had to pause for
a bit right when they did,

333
00:17:50,670 –> 00:17:52,740
because we had full
visibility into Amazon,

334
00:17:52,740 –> 00:17:56,130
we were managing Amazon
branded search cut in half,

335
00:17:56,550 –> 00:17:59,220
cut in half when we had to pause YouTube.

336
00:17:59,220 –> 00:18:02,100
Then we got YouTube back and they were
rock and rolling again before long,

337
00:18:02,250 –> 00:18:05,520
but we were like, holy
crap, that’s pretty crazy.

338
00:18:05,520 –> 00:18:10,170
So basically we came to the conclusion
that it was about a one-to-one ratio for

339
00:18:10,170 –> 00:18:13,950
every conversion. We saw D two C, we
were getting at least one on Amazon,

340
00:18:14,010 –> 00:18:17,220
and one of the data scientists on
the team was like, it might be two.

341
00:18:17,430 –> 00:18:19,410
It might be two to one for every
one you’re getting D two C,

342
00:18:19,410 –> 00:18:21,030
you might be getting two on Amazon.

343
00:18:21,030 –> 00:18:25,530
And so it’s one of these things where
were they in retail as well that were they

344
00:18:25,530 –> 00:18:27,960
in retail as well? They
were not in retail.

345
00:18:27,960 –> 00:18:31,680
Now I’ve got another case that I talk
about that there was fully retail in

346
00:18:31,680 –> 00:18:35,430
Walmart stores. That’s incredibly
fascinating. But this brand, no,

347
00:18:35,430 –> 00:18:36,630
they were multi-channel.

348
00:18:36,630 –> 00:18:40,950
So they were D two C plus Amazon
plus a few other marketplaces.

349
00:18:41,400 –> 00:18:43,290
They were not in stores at that time.

350
00:18:43,500 –> 00:18:46,260
Okay, okay. Insane.

351
00:18:46,290 –> 00:18:51,210
And also I think that we all
brand people who have been

352
00:18:51,210 –> 00:18:55,680
in this game for a while are those
things you do that you can’t measure.

353
00:18:56,310 –> 00:18:57,143
That.

354
00:18:59,880 –> 00:19:03,930
Is the right thing to do and actually
drives the top of funnel business,

355
00:19:03,930 –> 00:19:07,650
but then you’re convinced by
somebody, maybe it’s a new CMO,

356
00:19:07,650 –> 00:19:11,100
maybe it’s a new somebody
who comes into the space,

357
00:19:11,310 –> 00:19:15,990
maybe it’s just a viral tweet on Twitter
or on whatever we call that thing now

358
00:19:16,200 –> 00:19:19,350
that just shouldn’t have gone
viral because it was wrong.

359
00:19:19,980 –> 00:19:23,640
You must measure everything. I only
scale things that are measurable.

360
00:19:23,760 –> 00:19:24,540
And then you’re like, oh, okay,

361
00:19:24,540 –> 00:19:27,390
well I’m going to turn this thing
off and then your business tanks.

362
00:19:30,090 –> 00:19:30,190
And I think it’s important.

363
00:19:30,190 –> 00:19:33,600
We’re certainly not making the case to
measure less and we’re not making the

364
00:19:33,600 –> 00:19:35,130
case to pay attention to your numbers.

365
00:19:35,280 –> 00:19:39,390
It’s just that not everything
can be measured the same way.

366
00:19:39,780 –> 00:19:43,470
I heard this, some of my team made this
analogy one time. They were like, Hey,

367
00:19:43,470 –> 00:19:44,970
think about a light switch.

368
00:19:45,570 –> 00:19:49,830
You flip a switch and the result
you don’t see on the light switch,

369
00:19:49,830 –> 00:19:52,650
the result is over here
with the light. I was like,

370
00:19:52,650 –> 00:19:55,740
this is a pretty good analogy where
that’s a really good analogy, Brett,

371
00:19:55,830 –> 00:19:58,650
like YouTube, you’re running YouTube,
you’re doing this thing right here.

372
00:19:58,770 –> 00:20:02,640
The results are over here. You see
the results over here, they’re there.

373
00:20:02,940 –> 00:20:06,570
You’ve just got to look for them.
And measuring them is harder.

374
00:20:06,570 –> 00:20:09,630
So I don’t think you should measure
less. I think you should measure more.

375
00:20:09,840 –> 00:20:14,730
I just think you should understand that
ROAS is a bad metric overall if that’s

376
00:20:14,730 –> 00:20:17,160
all you’re looking at
and the whole picture,

377
00:20:17,160 –> 00:20:20,100
understanding incrementality
and real growth and real impact.

378
00:20:20,250 –> 00:20:22,020
It takes some work. It takes
some work to measure it.

379
00:20:22,020 –> 00:20:23,610
So you got to look at everything.

380
00:20:23,850 –> 00:20:26,580
I can also show you a case
study that might be helpful.

381
00:20:26,580 –> 00:20:29,700
It’s from Arctic coolers, so coolers
and drinkware, a Yeti competitors.

382
00:20:29,970 –> 00:20:32,880
Happy to dive into that or I think you
may have had a question right there.

383
00:20:32,910 –> 00:20:36,240
I do have a question I have to put in
the middle here, Brad, I’m so sorry.

384
00:20:36,420 –> 00:20:40,140
But how are tools like Prescient
and mms, do you trust them?

385
00:20:40,230 –> 00:20:42,840
Do you think that they are
telling the full story?

386
00:20:43,170 –> 00:20:46,320
Do we need to move from an
MTA model into an mm M model?

387
00:20:46,500 –> 00:20:47,860
Just what do you think about that?

388
00:20:47,950 –> 00:20:49,450
It’s a great question.

389
00:20:49,450 –> 00:20:52,960
So I think there’s a
couple things at play here.

390
00:20:53,110 –> 00:20:56,320
I still like MTA tools. I
think they serve a purpose.

391
00:20:56,320 –> 00:20:59,680
We have clients who use North Beam
clients who use triple whale. I like them.

392
00:20:59,740 –> 00:21:01,510
I think we can gain some insights there.

393
00:21:01,510 –> 00:21:03,250
They got different models
you can kind of play with.

394
00:21:03,250 –> 00:21:05,680
And so it can give some
insights. Certainly,

395
00:21:05,890 –> 00:21:10,780
I do tend to think that
an incrementality test

396
00:21:10,960 –> 00:21:14,590
plus an MMM type of approach is
probably a little bit better.

397
00:21:14,650 –> 00:21:18,460
I would lean that way. But I think
you can also do things like, hey,

398
00:21:18,460 –> 00:21:22,960
if you can track in platform
performance and you can do things like

399
00:21:23,020 –> 00:21:26,680
incrementality tests on your
own, which you can do that.

400
00:21:26,710 –> 00:21:29,410
You can set up geo tests, geo
holdouts and things like that.

401
00:21:29,420 –> 00:21:32,440
Totally just do holdouts, right?
It’s that simple. Just do a geo.

402
00:21:32,980 –> 00:21:37,540
Let’s say New York and California
are bringing you basically the same.

403
00:21:37,540 –> 00:21:38,650
That’s right. California and Texas,

404
00:21:38,650 –> 00:21:43,000
just because they’re similar and similar
populations. If they’re doing that,

405
00:21:43,000 –> 00:21:47,470
you can just hold out Texas and then
you can know measure the impact.

406
00:21:47,770 –> 00:21:48,010
There’s the.

407
00:21:48,010 –> 00:21:51,220
Impact. And so there’s also, there’s
some tools that Google can help you with.

408
00:21:51,220 –> 00:21:54,670
They’ll do things like search lift
studies, they do conversion lift studies,

409
00:21:54,670 –> 00:21:58,210
which basically is a way for them to do
their own kind of holdouts and tell you

410
00:21:58,210 –> 00:22:01,930
the incrementality of a particular
campaign type. Quite useful.

411
00:22:02,080 –> 00:22:05,290
So I think that can kind of
get you on the right track.

412
00:22:05,560 –> 00:22:08,650
And I do think one of the best
numbers, the best metrics,

413
00:22:08,650 –> 00:22:11,800
which you really don’t need any
fancy tool for is mer, right?

414
00:22:11,800 –> 00:22:16,690
Look at your total media
efficiency ratio and watch how that

415
00:22:16,690 –> 00:22:20,200
fluctuates as you lean into
one channel over another. Hey,

416
00:22:20,200 –> 00:22:22,360
when I really lean into
YouTube for a couple of months,

417
00:22:22,420 –> 00:22:24,880
my MER improves and my top line grows.

418
00:22:25,300 –> 00:22:27,850
That sometimes simple is all you need,

419
00:22:27,850 –> 00:22:31,360
but you’ve got to be looking in
the right places. I love MMM.

420
00:22:31,360 –> 00:22:34,450
I’ve not used prescient, but I’ve
heard good things about them.

421
00:22:34,600 –> 00:22:39,190
But I do think the world is probably
shifting more to MMM and incrementality

422
00:22:39,190 –> 00:22:41,730
tests and less towards MTA.

423
00:22:41,800 –> 00:22:42,633
Yeah, yeah.

424
00:22:42,880 –> 00:22:47,320
MTAI think was something that we
brought in when we needed it, right?

425
00:22:47,320 –> 00:22:49,300
And especially post iOS 14.5.

426
00:22:49,300 –> 00:22:52,300
Solve some real problems there
for a bit. Yeah, for sure.

427
00:22:52,360 –> 00:22:53,680
Absolutely. So Brett,

428
00:22:53,680 –> 00:22:56,290
I want to get into your case study
and then after your case study,

429
00:22:56,290 –> 00:22:57,790
I want to hear your, so guys,

430
00:22:57,790 –> 00:23:01,810
stick around because Brett is going to
break down what makes a perfect YouTube

431
00:23:01,810 –> 00:23:02,160
ad.

432
00:23:02,160 –> 00:23:04,270
Yeah, yeah, yeah. So excited about that.

433
00:23:05,170 –> 00:23:09,250
I guess about a year ago I was speaking
at the YouTube offices in Los Angeles

434
00:23:09,250 –> 00:23:12,610
teaching a group of brands how to grow
on YouTube. Met the folks from Arctic,

435
00:23:12,610 –> 00:23:15,640
which I was not that familiar with
that brand prior to that point,

436
00:23:15,640 –> 00:23:20,620
but Arctic is, they sell wheeled
coolers like indestructible,

437
00:23:20,620 –> 00:23:23,950
the best cooler I’ve ever had.
They’re direct competitor to Yeti.

438
00:23:23,950 –> 00:23:28,600
I think they’re better and they’re less
expensive. They also sell drinkware.

439
00:23:28,630 –> 00:23:31,540
And I’m a big Tumblr fan. I
drink a lot of coffee. Jordan,

440
00:23:31,540 –> 00:23:32,920
are you a coffee drinkers? Well, Jordan.

441
00:23:33,130 –> 00:23:37,960
I drink a cup or two a day. My
son got me this cup here. I dunno,

442
00:23:38,380 –> 00:23:39,940
like a liter basically.

443
00:23:39,950 –> 00:23:43,870
It’s kind of cool. Yeah, love coffee.

444
00:23:43,870 –> 00:23:46,760
I go to bed singing about
right as some of them big fan.

445
00:23:47,090 –> 00:23:52,040
But Arctic has drinkware that
is ceramic lined. One pet peeve,

446
00:23:52,040 –> 00:23:54,380
and this is going to show
that I’m a little bit of a
snob when it comes to drink

447
00:23:54,380 –> 00:23:56,960
beverages. If you drink
out of a metal Tumblr,

448
00:23:57,170 –> 00:24:00,110
it smells and tastes a
little bit like steel, right?

449
00:24:00,110 –> 00:24:03,860
Almost like you have blood in your
mouth, a little bit of that, right?

450
00:24:03,920 –> 00:24:05,930
The ceramic lining
completely takes that away.

451
00:24:05,930 –> 00:24:08,750
It tastes like you’re drinking out of
your favorite ceramic mug or whatever.

452
00:24:08,750 –> 00:24:11,150
It’s brilliant. Anyway, met
Arctic. They were like, Hey,

453
00:24:11,420 –> 00:24:15,350
we want to get YouTube to work for
us, and here is our hypothesis.

454
00:24:15,500 –> 00:24:18,770
Can you help us prove it? We want to see
if YouTube will drive in-store sales.

455
00:24:18,980 –> 00:24:23,900
They were just put into all Walmart
stores are almost all Walmart stores

456
00:24:23,900 –> 00:24:28,130
nationwide. They wanted to know if
we ran some targeted YouTube tests,

457
00:24:28,250 –> 00:24:32,060
can we see a measurable lift in
Walmart sales? And so we said,

458
00:24:32,060 –> 00:24:35,150
we love this idea. They
had great creatives.

459
00:24:35,150 –> 00:24:37,130
We coached them a little bit and
helped them with their creatives,

460
00:24:37,130 –> 00:24:39,350
which we’ll get into more in a
minute. But here’s what we did.

461
00:24:39,380 –> 00:24:43,970
We basically did some studies with
the help of Google to find what

462
00:24:43,970 –> 00:24:47,630
cities had really high category demand,

463
00:24:47,630 –> 00:24:52,280
meaning people looking for
coolers and wield coolers,

464
00:24:52,460 –> 00:24:54,980
but then had varying ingredients
of demand for Arctic.

465
00:24:54,980 –> 00:24:57,020
And this was all based on
Google’s search behavior.

466
00:24:57,410 –> 00:24:59,690
So we mapped out and we
said, okay, let’s do a test.

467
00:24:59,690 –> 00:25:04,190
Let’s choose 19 markets that
we think are poised for growth,

468
00:25:04,340 –> 00:25:07,070
got good store count, good
inventory levels, things like that.

469
00:25:07,220 –> 00:25:11,840
Let’s match those with 19 control markets
that are basically the same size and

470
00:25:11,840 –> 00:25:12,830
same everything.

471
00:25:12,980 –> 00:25:16,040
And we’re going to spend YouTube dollars
in the test markets and we’re going to

472
00:25:16,040 –> 00:25:18,450
hold out and the control markets,
we’re going to do that for five. And.

473
00:25:18,450 –> 00:25:20,850
There was Walmarts in all. Walmarts.

474
00:25:20,850 –> 00:25:23,240
In all of them. Yeah,
exactly. So then we could do,

475
00:25:23,240 –> 00:25:26,930
so it’s a mashed pair holdout type study.

476
00:25:27,530 –> 00:25:30,920
So we lean in hard and we used all of
our resources to build out the right

477
00:25:30,920 –> 00:25:33,230
campaigns and maximize views,

478
00:25:33,230 –> 00:25:36,200
and we did lean in
heavily to connected tv.

479
00:25:36,200 –> 00:25:40,670
So that was a great placement for
these ads. And we measured on YouTube.

480
00:25:40,850 –> 00:25:45,350
On YouTube. All YouTube’s connected
like YouTube’s TV placements. Exactly.

481
00:25:45,350 –> 00:25:46,183
This is now.

482
00:25:46,220 –> 00:25:50,270
YouTube tv. A lot of people ask about
that. I’m a subscriber to YouTube tv.

483
00:25:50,270 –> 00:25:53,150
It’s a good cable replacement.
That’s a separate inventory though.

484
00:25:53,150 –> 00:25:56,420
It’s powerful, but it’s actually a
pretty small percentage of YouTube views.

485
00:25:56,810 –> 00:26:00,440
And if you buy YouTube ads in the
platform, like in the Google Ads platform,

486
00:26:00,440 –> 00:26:02,480
you’re going to be on traditional YouTube.

487
00:26:02,480 –> 00:26:05,930
But here’s one really crazy
side note that ties into this.

488
00:26:05,930 –> 00:26:09,050
More people stream
YouTube on connected TVs.

489
00:26:09,050 –> 00:26:13,130
So the good old fashioned YouTube app
on connected TVs that stream any other

490
00:26:13,130 –> 00:26:14,810
platform. So YouTube, I.

491
00:26:14,810 –> 00:26:16,910
Do not doubt that even for a second.

492
00:26:17,480 –> 00:26:20,180
Bigger than Netflix, bigger than
Hulu, bigger than Disney plus,

493
00:26:20,540 –> 00:26:23,210
it’s bigger than Hulu. Disney
Plus and a few others combined.

494
00:26:23,450 –> 00:26:26,180
It’s bigger than Netflix,
but not that dramatically.

495
00:26:26,270 –> 00:26:29,900
So we leaned in heavily to connect
to TVs. There’s so much inventory,

496
00:26:31,010 –> 00:26:32,600
there’s so much. The inventory is insane.

497
00:26:32,780 –> 00:26:35,630
So many people aren’t advertising here
because they don’t get it and they don’t

498
00:26:35,630 –> 00:26:40,040
understand it. And so CPMs are pretty
low compared to men and other places.

499
00:26:40,190 –> 00:26:41,180
A lot of opportunity here.

500
00:26:41,390 –> 00:26:44,160
So we did this five week test and
we measured it all along the way.

501
00:26:44,430 –> 00:26:48,330
We did see Lyft and D two C, so we were
able to measure those and track those.

502
00:26:48,420 –> 00:26:52,470
All the ads said, go to Walmart,
go buy this at your local Walmart.

503
00:26:52,500 –> 00:26:56,520
You could click to find a local store
through Google tracked people that visited

504
00:26:56,520 –> 00:27:00,390
stores. All of this was all about local,
but we did see some D two C sales,

505
00:27:00,390 –> 00:27:02,370
right? Some people were just
like, of course I’ll buy it.

506
00:27:02,370 –> 00:27:03,600
Online course. No, I want to buy it now.

507
00:27:03,610 –> 00:27:05,280
Yeah, I want to buy it now.
I want to buy it online.

508
00:27:05,430 –> 00:27:07,800
We saw Lyft on Amazon because a
lot of people were like, yeah,

509
00:27:07,800 –> 00:27:09,720
I want to buy it now, but I don’t
want to buy it from your store.

510
00:27:09,750 –> 00:27:11,820
I want to buy it on Amazon because
that’s my favorite. So we saw that.

511
00:27:12,210 –> 00:27:14,520
But here’s what we saw
inside a Walmart stores.

512
00:27:14,520 –> 00:27:18,180
We had three different groups of markets.

513
00:27:18,270 –> 00:27:22,830
The worst performing group
saw a 12% retail store

514
00:27:22,830 –> 00:27:27,420
lift in comparison of the test
markets to the control markets,

515
00:27:27,570 –> 00:27:31,890
test markets 12% high
degree of confidence lift

516
00:27:32,250 –> 00:27:35,550
over their control markets were very
similar in size and nature and all that

517
00:27:35,550 –> 00:27:40,170
stuff. The best group was 25% lift

518
00:27:40,530 –> 00:27:44,910
over the control market. So
basically they were like,

519
00:27:45,180 –> 00:27:47,790
holy crap, this is great.
Let’s do more of this.

520
00:27:47,790 –> 00:27:49,260
It actually lets us run a whole bunch of,

521
00:27:49,860 –> 00:27:52,020
or getting more of their business.
Google was like, Hey,

522
00:27:52,020 –> 00:27:54,330
we got an agency excellence award for it.

523
00:27:54,960 –> 00:27:57,930
We really leaned into this
more in the process too.

524
00:27:57,930 –> 00:28:01,950
We also did what’s called the search
lift study where Google can look at, hey,

525
00:28:02,040 –> 00:28:05,640
people that saw your ad versus
people that didn’t see your ad,

526
00:28:05,820 –> 00:28:09,480
what kind of impact does that have
on people searching for your brand?

527
00:28:10,320 –> 00:28:15,240
So we saw a 241% lift in branded searches

528
00:28:15,660 –> 00:28:19,230
from this ad campaign, and
this is where it’s like, okay,

529
00:28:19,230 –> 00:28:22,590
you’ve got to kind of look at the
holistic picture. And I will say,

530
00:28:22,590 –> 00:28:25,260
this is where YouTube really
shines from omnichannel retailers.

531
00:28:25,260 –> 00:28:29,490
They can shine for multichannel retailers
as well, but the results were stagger.

532
00:28:29,610 –> 00:28:31,830
Incredible. We don’t have
much time here. Brett,

533
00:28:31,890 –> 00:28:34,440
I want you to walk me
through before you go,

534
00:28:34,440 –> 00:28:37,500
walk me through what the
perfect YouTube ad looks like.

535
00:28:37,560 –> 00:28:38,393
Yeah,

536
00:28:38,430 –> 00:28:42,480
there are a few elements and I’ve got
a guide that we can mention that’s free

537
00:28:42,750 –> 00:28:45,030
that walks through 17 of
our favorite YouTube ads.

538
00:28:45,030 –> 00:28:47,790
It breaks down each one
and shows. Great. We’ll.

539
00:28:47,790 –> 00:28:50,610
Get that down in the show notes. And if
you guys are watching this on YouTube,

540
00:28:50,610 –> 00:28:52,230
it’ll be down in the description.

541
00:28:52,230 –> 00:28:55,440
Below. Awesome. So the first
thing, no surprise here probably,

542
00:28:55,440 –> 00:28:59,340
but you need a hook first. Five
seconds is critical. People are,

543
00:28:59,340 –> 00:29:01,350
if it’s a skippable ad,
which is most of what we run,

544
00:29:02,190 –> 00:29:04,350
you got five seconds to
really hook somebody.

545
00:29:04,440 –> 00:29:08,130
Some people are watching hovering with
their finger of the mount over the skip

546
00:29:08,130 –> 00:29:12,090
button ready to click. So you got
five seconds to convince them, Hey,

547
00:29:12,090 –> 00:29:14,280
wait a minute, check this
out a little bit longer.

548
00:29:14,670 –> 00:29:19,170
So hook is important and what we say is
you need to make sure you’re hooking the

549
00:29:19,170 –> 00:29:23,100
right person. So don’t come up with
just some random hook explosion,

550
00:29:23,100 –> 00:29:26,580
something funny guy in a gorilla
suit, something just wild.

551
00:29:26,610 –> 00:29:30,420
You want to interrupt the right
person, right? So your ideal target,

552
00:29:30,690 –> 00:29:32,760
but then you want to up
because you only pay based on.

553
00:29:33,330 –> 00:29:37,320
An actual view through. Yeah, exactly.
Yeah. So you don’t want the wrong,

554
00:29:37,620 –> 00:29:39,480
you basically want to be like,
Hey, everyone else don’t watch.

555
00:29:40,650 –> 00:29:40,860
Yeah,

556
00:29:40,860 –> 00:29:45,190
you want the non-ideal shopper to skip
because you only are paying for good

557
00:29:45,190 –> 00:29:45,940
views.

558
00:29:45,940 –> 00:29:48,730
And so you want someone to choose to
watch your ad if they’re in your market.

559
00:29:48,730 –> 00:29:51,880
So something to grab their intention,
thought provoking question,

560
00:29:51,940 –> 00:29:55,120
a bold statement showing
something right in their face.

561
00:29:55,120 –> 00:29:56,860
But it needs to be
related to what you saw.

562
00:29:57,040 –> 00:30:00,130
So it needs to be related to the problem
you’re solving or the relief you’re

563
00:30:00,130 –> 00:30:02,620
bringing or the enjoyment
that your product is offering.

564
00:30:02,620 –> 00:30:04,840
So it’s got to be relevant,
a relevant interruption,

565
00:30:04,840 –> 00:30:09,130
a relevant hook to the right person.
So the hook is critical. Next,

566
00:30:09,130 –> 00:30:10,420
if you’re D two C,

567
00:30:11,230 –> 00:30:14,170
essentially most of our
clients are retail in some way.

568
00:30:14,380 –> 00:30:15,880
It’s got to be a product demonstration.

569
00:30:16,060 –> 00:30:19,570
You need to now show me the
product in action. And Jordan,

570
00:30:19,570 –> 00:30:22,720
I like a typical demonstration.

571
00:30:22,720 –> 00:30:27,070
So what’s the proper use case of this
one? A good example is a flex seal,

572
00:30:27,070 –> 00:30:30,970
like the spray on thing to
seal. If you have a leak,

573
00:30:31,420 –> 00:30:33,610
leak in your gutter or
leak in a pot or whatever,

574
00:30:33,610 –> 00:30:35,170
you spray flex seal on your obsolete.

575
00:30:35,170 –> 00:30:37,990
So I like a standard
use case demonstration.

576
00:30:38,140 –> 00:30:40,450
This is how you seal your
gutters type of thing.

577
00:30:40,630 –> 00:30:42,610
But then I like an over
the top demonstration.

578
00:30:42,610 –> 00:30:45,130
If you can throw that in there
too. It’s kind of like the,

579
00:30:45,130 –> 00:30:45,730
I dunno if you like the.

580
00:30:45,730 –> 00:30:47,320
Pepsi can thing you talked about before.

581
00:30:47,320 –> 00:30:51,100
Yeah, exactly. So it’s like the knife,

582
00:30:51,100 –> 00:30:53,440
the Ginsu knife commercial where
they cut through the can or the old,

583
00:30:53,800 –> 00:30:56,890
old super glue commercial
where they in one cut,

584
00:30:56,890 –> 00:30:59,890
put super glue in the bottom of a guy’s
shoe and stuck him to the ceiling,

585
00:31:00,100 –> 00:31:02,020
held it, and then he stayed there anyway.

586
00:31:02,350 –> 00:31:05,290
So show a dramatic
product demonstration too,

587
00:31:05,290 –> 00:31:08,230
because you want them to see the
standard demonstration and say,

588
00:31:08,470 –> 00:31:11,470
I could do that, right? But then
they’re also kind of skeptical.

589
00:31:11,830 –> 00:31:13,720
I like talk about Missouri,

590
00:31:13,720 –> 00:31:17,320
where I live is we’re the show me
state and our state animal is a mule.

591
00:31:17,380 –> 00:31:21,250
We’re stubborn. We believe nothing. You
got to show us before you believe us.

592
00:31:21,700 –> 00:31:23,860
Picture that your audience
is from Missouri, right?

593
00:31:23,860 –> 00:31:26,080
You got to show them and
they’re going to be skeptical.

594
00:31:26,080 –> 00:31:29,770
Standard product demo and then
over the top product demo.

595
00:31:29,920 –> 00:31:31,420
Then I like some social proof,

596
00:31:31,420 –> 00:31:35,800
so show me something that
proves that other people like

597
00:31:35,800 –> 00:31:38,770
me love this product.
So this can be reviews.

598
00:31:38,770 –> 00:31:42,250
So when we were doing stuff for native
deodorant and we helped them really scale

599
00:31:42,250 –> 00:31:46,780
on YouTube, we said like, Hey, there
was only over 50,005 star reviews.

600
00:31:47,140 –> 00:31:51,280
How could 50,000 people be wrong type
of thing. So some kind of social proof.

601
00:31:51,340 –> 00:31:55,690
Then I like some kind of risk reversal
or some kind of offer where it’s like,

602
00:31:55,690 –> 00:31:59,710
hey, do this, try this, experience
this. We’ll take away the risk.

603
00:31:59,770 –> 00:32:03,880
And then a firm call to action.
And so that call to action is, Hey,

604
00:32:04,030 –> 00:32:07,930
click here to learn more.
Go to Amazon and buy it.

605
00:32:07,960 –> 00:32:11,470
Buy it from your favorite retailer.
Something like that. So how.

606
00:32:11,770 –> 00:32:15,340
Professional does the filming
need to be on YouTube? Again,

607
00:32:15,400 –> 00:32:19,420
I talk about TikTok all the time,
right? It’s the opposite, right?

608
00:32:19,420 –> 00:32:23,770
You don’t want professional filming,
it doesn’t work. It’s the antithesis.

609
00:32:23,770 –> 00:32:24,430
What about YouTube?

610
00:32:24,430 –> 00:32:27,580
Yeah, it’s kind of the same with meta
too. Sometimes it’s the unpolished,

611
00:32:27,580 –> 00:32:31,990
the shot with the phone kind of raw
candid stuff. It works on YouTube.

612
00:32:31,990 –> 00:32:33,880
You do need a little more polished.

613
00:32:34,090 –> 00:32:37,150
Think again about the frame that this
is like TV and a lot of people are

614
00:32:37,150 –> 00:32:40,880
probably watching it on tv.
A little more polished is important.

615
00:32:40,880 –> 00:32:45,800
Now we found that we’ve a lot of success
with an ad that is professionally

616
00:32:45,800 –> 00:32:48,230
produced. You don’t have to spend
tens of thousands of dollars on it,

617
00:32:48,230 –> 00:32:51,800
but you need good lighting and a good
camera and good audio and things like

618
00:32:51,800 –> 00:32:52,400
that.

619
00:32:52,400 –> 00:32:57,380
But sometimes when you mix good
production value with some raw stuff mixed

620
00:32:57,380 –> 00:32:59,120
in, so good high production value,

621
00:32:59,120 –> 00:33:03,020
then throw in some UGC either
in the middle or at the end.

622
00:33:03,110 –> 00:33:07,040
That combination extremely
powerful. Now we’ve also,

623
00:33:07,040 –> 00:33:09,980
we scaled this auto brand on
YouTube a couple of years ago,

624
00:33:09,980 –> 00:33:13,970
and basically all they had was
UGC, but it was really good UGC.

625
00:33:14,180 –> 00:33:15,590
And so we did UGC mashups,

626
00:33:15,590 –> 00:33:17,690
which just a whole bunch of
customers showing their car,

627
00:33:17,690 –> 00:33:19,400
talking about why they love
the product, things like that.

628
00:33:19,580 –> 00:33:23,750
But then we added some editing and some
graphics and some transition that really

629
00:33:23,750 –> 00:33:28,040
made it look polished and
that thing scaled like crazy.
So it’s definitely going

630
00:33:28,040 –> 00:33:31,610
to be higher production
value than TikTok or Meta,

631
00:33:31,760 –> 00:33:36,350
but it does not have to be million dollar
type of stuff that you see on Super

632
00:33:36,350 –> 00:33:37,880
Bowl commercials. You don’t need that.

633
00:33:38,000 –> 00:33:41,850
And then I’ll also say if you’re running
an ad on Instagram reels or on TikTok

634
00:33:41,850 –> 00:33:43,220
or TikTok shops, whatever,

635
00:33:43,370 –> 00:33:48,200
you can take that ad almost exactly
how it is and run it on YouTube

636
00:33:48,200 –> 00:33:49,910
shorts. I will say though,

637
00:33:49,910 –> 00:33:54,350
I haven’t seen as much results with
YouTube shorts only as I have when you’re

638
00:33:54,350 –> 00:33:56,750
kind of doing all of YouTube
or you got YouTube shorts,

639
00:33:56,750 –> 00:33:59,570
you got YouTube on desktop
and mobile and connected TVs,

640
00:33:59,570 –> 00:34:01,970
which takes all a little bit
different format for each of those.

641
00:34:02,000 –> 00:34:04,070
That’s when it really works.

642
00:34:04,070 –> 00:34:06,860
We’ve seen less of an impact
when it’s just YouTube shorts.

643
00:34:06,950 –> 00:34:08,930
Last question, because
I am late for a meeting.

644
00:34:09,170 –> 00:34:10,003
Yeah.

645
00:34:10,010 –> 00:34:13,640
What length are we looking at here?
Is there an ideal minimum length?

646
00:34:13,970 –> 00:34:17,510
And I am saying minimum
because I understand that
there probably is a minimum.

647
00:34:17,630 –> 00:34:17,990
There is.

648
00:34:17,990 –> 00:34:22,820
I prefer 45 seconds to three
minutes as kind of an ideal

649
00:34:22,820 –> 00:34:26,870
length that if you could shoot for 90
seconds or 60 seconds, that’s great.

650
00:34:26,900 –> 00:34:29,960
Ultimately it’s got to check the
box, it’s got to hook somebody,

651
00:34:29,960 –> 00:34:30,890
it’s got to be compelling,

652
00:34:30,890 –> 00:34:33,200
it’s got to have the product demo and
the social proof and the offer and all

653
00:34:33,200 –> 00:34:37,190
that. But usually if it’s a little
bit longer, the more you tell,

654
00:34:37,220 –> 00:34:39,920
the more you sell, right? The
more you show, the more dough.

655
00:34:39,920 –> 00:34:41,570
I just made that on the spot.
That’s actually really lame.

656
00:34:42,260 –> 00:34:44,960
We’ve that are like 62nd cuts,

657
00:34:45,020 –> 00:34:48,950
outperform 32nd cuts when it’s basically
the same ad, just the 60 numbers,

658
00:34:48,950 –> 00:34:49,730
A 32nd,

659
00:34:49,730 –> 00:34:54,500
the 62nd does better
with clicks and overall

660
00:34:54,500 –> 00:34:56,540
lift in sales. So generally speaking,

661
00:34:56,660 –> 00:35:00,410
we want to go kind of in that
45 to minute and a half range,

662
00:35:00,410 –> 00:35:02,330
but as much as three
minutes can also work.

663
00:35:02,330 –> 00:35:04,220
Thank you. Thank you, thank you.

664
00:35:04,220 –> 00:35:08,720
Where can people find out more about
what you are up to and chat with OMG

665
00:35:08,720 –> 00:35:09,260
commerce?

666
00:35:09,260 –> 00:35:11,480
Absolutely. So omg commerce.com,

667
00:35:11,480 –> 00:35:15,710
click the Let’s talk button and that’s
how you end up getting with our team.

668
00:35:16,340 –> 00:35:18,860
You can find my podcast there
by clicking on resources.

669
00:35:18,860 –> 00:35:20,630
You can see the YouTube
guide and up there as well.

670
00:35:20,660 –> 00:35:23,420
And then I’m active on LinkedIn,
so hit me up on LinkedIn.

671
00:35:23,420 –> 00:35:24,440
Would love to connect to you.

672
00:35:24,440 –> 00:35:29,180
I do talk about all things D two C and
retail and business and Google and Amazon

673
00:35:29,180 –> 00:35:32,690
and all kinds of stuff. So would love
to connect on LinkedIn as well. Awesome.

674
00:35:32,780 –> 00:35:32,930
And.

675
00:35:32,930 –> 00:35:34,280
I’m looking forward to coming on your pod.

676
00:35:34,400 –> 00:35:35,540
It’s going to be, let’s do it, man.

677
00:35:35,900 –> 00:35:39,660
It’s going to be a blast schedule talk
TikTok shop. So I’m excited. Awesome.

678
00:35:39,660 –> 00:35:41,940
Well thanks again for your time
today, Brett. Thanks Jordan.

679
00:35:44,220 –> 00:35:47,400
And as always, thank you for tuning
in. We’d love to hear more from you.

680
00:35:47,400 –> 00:35:51,660
So let us know what topics would
you like to cover on this pod.

681
00:35:51,660 –> 00:35:54,750
And if you know somebody that
would benefit from this episode,

682
00:35:54,750 –> 00:35:59,400
please share it and leave us a review
on iTunes. That would make our day.

683
00:35:59,820 –> 00:36:02,100
And with that, until next
time, thank you for listening.