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Hey there. Thanks for tuning into
the E-Commerce Evolution podcast.

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We want to take just a minute and tell
you a little bit about my agency OMG

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Commerce. Now we work with some of your
favorite eight and nine figure DTC and

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omnichannel brands.

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And our specialty is profitable scale.

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We love taking great brands and
amplifying their growth profitably.

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We’ve helped a number of brands go from
zero on YouTube to spending as much as a

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million dollars in 90 days
while hitting a CAC or

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CPA target.

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We’ve also helped multiple brands
launch on Amazon or just add

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scale to Amazon.

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We took Boom Beauty from zero to
almost $6 million in sales their

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first 12 months on Amazon.

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So if you’re not satisfied with
your current level of growth,

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if you’re looking to diversify channels,

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maybe you’re a little too dependent
on meta and you want to add YouTube or

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you’re not pleased with
your Amazon growth,

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then we need to chat.
So visit

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us omgcommerce.com, click
the Let’s Talk button.

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We’d love to schedule a complimentary
strategy session with you.

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And with that back to the show.

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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.
I’m flying solo on this episode,

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and I thought this would be important
to kick off 2026 by talking about

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seven habits that the best brands adopt

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that struggling brands do not.

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And so if you want to make
this your best year yet,

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which I think everything’s going to line
up this year to make it possible for

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this to be your best year, yet,

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you need these habits in your business.
And here’s what’s interesting.

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As an agency, we were with a lot
of eight and nine figure brands.

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We partnered with brands
like Native and Mando,

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dude Wipes and Jones Row
Beauty and Crumble Cookie
and a bunch of others. And we

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just get to see the way a
lot of great brands operate.

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We get to watch tens of millions
in spend through various

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MTA platforms and in platform and
where we’re strategizing and measuring.

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And so we have a very unique perspective
as an agency at OM OMG Commerce.

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And so I want to share with you what I
believe you need to do to make this the

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best year yet. I love
the book Atomic Habits.

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I fully believe what James Clear says
that you don’t rise to the level of your

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goals, you fall to the level
of your systems. And really,

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systems is just another word for habits.

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And then I’ve also heard another
quote recently that I love,

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and this is one that I’ve had to apply
to OMG to my own business, my own life.

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It’s, Hey,

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your current system is perfectly
designed to get the results you’re

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getting right now.
So don’t like your results,

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change your system or change your
habits. So I’ve got seven of them.

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Let’s get after it. First
one, the best brands.

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They measure only what’s actionable.

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You can always tell if there’s someone
kind of new to digital marketing,

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new to Google Ads or new to Meta or just
new to DTC because they’re just going

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to puke up information.
They put together a deck,

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it’s going to be loaded
with every metric possible.

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You have a discussion with them,

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they’re going to talk about all kinds
of stuff and a lot of it just does not

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matter. However, the best
strategists, best agencies,

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best brands,

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they know the numbers that matter and
those numbers are the ones that are

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actionable. Now, I like having more data.

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I think having more data can be good,

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but only if you know what to do with it.
And I think only if you go into

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building a dashboard or running a meeting
or building a deck with the idea of

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here’s what we’re going
to do based on this data.

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So I’ll give you three questions
that I really like before

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starting some new initiatives, some
new marketing or growth initiative.

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And this will help you
measure what’s actionable.

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So we get the privilege of working with
some pretty big brands who haven’t run

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YouTube, right? We’re known as a
YouTube agency. We do more than that,

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but that’s what we’re known for.

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And so there were some pretty big brands
that have never been able to crack the

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code on YouTube and we
help them scale on YouTube.

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A few of the questions we ask ourselves
and then we discuss with the brand

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before we launch are these. So one,

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what do I expect to see?
So week one, month one,

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month two, as we start to
scale, what do I expect to see?

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What metrics do I expect
to be able to get an early

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read on? And when I do,
what does that mean?

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So what do I expect to see?

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When do I expect to see it?

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And then if what I see is better
than or worse than what I expected,

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what am I going to do?

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And so thinking this through
ahead of time is critical.

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Otherwise you get a few weeks into a new
initiative or a new campaign or a new

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channel and you’re like, well,
here’s the data. I dunno,

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let’s keep going, I guess.

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And so a few things we’d want
to look at as an example.

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So lemme just break down
YouTube for you a little bit.

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We have different benchmarks we like
to look at for a variety of metrics,

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but a few of them are view, rate
and click through right now,

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these numbers don’t really matter
in the sense that all I want is

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sales, right? I want incremental
new sales, I want new customers.

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I want this channel to grow my business
to drive new demand, things like that.

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But all of these numbers
have a meaning and can

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then inform an action.

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So I’ve got different benchmarks I want
to see as far as view rate goes across

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different placements,

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whether that ads running on TV or shorts
or mobile nons shorts or tablets or

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desktop or whatever. I know what
I’m expecting based on a category,

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based on a type of ad. If it’s lower
than that, I’m going to say, Hey,

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I don’t like the targeting. We’re
speaking to the wrong people. Or two,

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maybe I don’t like the hook of this ad
or this ad isn’t as good as we thought

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because the numbers are showing
it. So if we see these numbers,

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here’s what we’re going to do.

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We’re going to tweak the audience and
then we’re going to go back to the drawing

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board a little bit or tweak the ad.
So this is what I expect,

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when will I expect to see it? And then
what action am I taking because of that?

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Another just quick nerdy
thing that’s YouTube related,

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but this applies to really any area of
business. Looking at numbers like this,

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inside of YouTube,

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we see things that are called
engaged click conversions and

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engaged view conversions.

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So conversions that are click-based
versus conversions that are more engaged

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view based.

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Well that breakdown or
that composition can change

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over time. Where some campaigns are
driving a lot of click conversions,

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some campaigns driving a lot
of view conversions. Well,

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I want to come into a campaign saying
this is what I expect it to be.

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If it’s say more view based and less

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click-based,

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then I’m going to have to look at
my in platform numbers differently.

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I’m going to have to look at my triple
whale or north view numbers a little bit

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differently. So this is what I
expect, but then based on what I see,

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here’s how I’m going to look at
this a little bit differently.

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These are the actions I’m going to take.

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So I believe every
internal marketing meeting,

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every agency update,

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every meeting you have with
yourself looking at something is,

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here’s what I expect. Here’s
when I would expect it.

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Here are the actions I’m
going to take when I see this.

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So measure only what’s actionable.
That’s habit number one.

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Habit number two, the best
brands respect momentum,

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right?

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Little actions today compound and
we’ll make a difference in Q2,

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Q3, Q4, and next year. It
was really interesting.

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We managed a ton of
spend this past holiday,

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black Friday, cyber Monday was
really great for most brands.

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What’s interesting is those that crush
and we had some big brands who were up

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over a hundred percent year over year
for Black Friday Cyber Monday. All of the

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brands that did well also
had very strong Q2 and Q3

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numbers.

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There was a couple of brands that did
not hit their numbers for holiday,

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they were struggling. And you know what?

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Those brands had been struggling all
year. Maybe it was inventory related,

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maybe there were some measurement issues,

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maybe there were some other
underlying factors in the business,

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but it was a reminder to me,

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you can’t just flip a switch and
suddenly crush it as a brand.

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Momentum matters. So I was just
looking at this for a brand recently.

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They came to us and said, Hey, our
return customer numbers are down.

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And we got looking a little
closer and we’re like, yeah,

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you missed your new customer
number for three or four

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months in a row.

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And so return customer numbers are
predicated on those new customer numbers.

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And so we’ve got to build that momentum.
You can’t just survive off of

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efficiencies with return customers.

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You have to be driving new customers.

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You can’t just let things run
in platform and then expect

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to see improvements on search
and shopping and with your

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meta retargeting if you are not doing
the little things day in and day out.

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And so making little tweaks,
little adjustments, 1%
improvements here or there,

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stack those up over the course of a
month and over the course of a year

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and you are dramatically better
than you were before. Again,

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that’s kind of a principle of atomic
habits. I get 1% better every day.

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I’m actually 360% better at
the end of the year than if I

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just wait and try to make big
sweeping changes in one fell swoop.

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And so that totally
applies to ad channels and

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everything else.

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And so another thing I would look at
is we see this all the time inside of,

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we manage a lot of Google ad
accounts and we’ll see man,

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branded search really took
a dive this month. And just

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side note, I don’t think branded
search paid search is very incremental.

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I think you should really limit
it, and there’s ways to do that,

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but it’s still something that you want
to measure whether you’re paying for it,

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it’s all organic. Usually though,
if branded search is down,

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it’s because meta is down
or YouTube is down or TV is

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down.

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So we have to respect
momentum and know that

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momentum is built over time.
If you want a great q4,

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a great holiday in 2026,
that starts right now.

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Habit number three, the best brands,

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they have the right mix of brand plus

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performance.

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One of the trends I’m seeing and I’m
hearing from some of our best clients is,

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Hey, they’re investing in organic social,

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they’re investing in some organic
reach. They want to build their brand.

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And if you think about
brand, what is that? Right?

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That’s its personality,
its style, its positioning,

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and one of my favorite definitions for
positioning is what the product does

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and who it’s for.

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So Tylenol is this is like the any,

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it’s the headache medicine
really for everybody. Advil,

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it’s the aches and pain
medication really, again,

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for anybody who is Nike.

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Nike is the performance
footwear, athleisure,

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whatever for athletes, people that play,

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it’s for athletes, right? I’m
wearing OnCloud shoes right now.

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I love OnCloud shoes. I don’t really
know how they want to position it,

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but as I observe people that
are wearing on clouds, I’m like,

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this is kind of position for people
over 40 that probably have pain in their

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knees and they’re wearing on clouds.

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I don’t think that’s actually on
clouds positioning. I just see that.

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Or people that are in the
nursing profession or on
their feet all the time or

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whatever.
What is your brand or positioning?

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I’m a believer that brand
is the ultimate moat.

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It’s the hardest thing to duplicate.
It’s the hardest thing to recreate.

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It’s why I’m not bullish
on pure Chinese sellers of

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stuff on Amazon. I’m
very bullish on brands.

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So build a brand, but brand
can be a little bit squishy.

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I can be a little bit
squishy and hard to measure.

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And so getting the right mix
of brand plus performance,

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and we see this now and we have the
privilege of working with native deodorant

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as an example, working with
Moise Ali, the founder,

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all the way through the exit with p and
g and then in part of the p and g for

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five years. And so I got
to see it firsthand there.

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I think some people look at the
bigger companies and they say, oh,

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well they’re just worried about brand.
That’s all they care about. No, no, no.

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They’re measuring all kinds
of stuff. Very sophisticated.

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We helped native grow in retail store.

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There’s some really sophisticated
ways to measure that.

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But what the bigger brands know is
that running top of funnel and building

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brand demand can be extremely profitable.

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But on the performance side, we know
that we have to measure everything.

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Everything we do has
to be held accountable.

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My YouTube ad has to be accountable.

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All of my meta ads have to be accountable
if I test connect the TV or if I’m

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running Apple 11, all of
it has to be accountable,

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but it’s all measured a
little bit differently.

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I’m going to measure my YouTube a
little bit differently than I measure my

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Google shopping.

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I’m going to measure my prospecting meta
differently than I’m going to measure

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my retargeting meta and I’m
going to measure all that
differently than I measure

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my app.
Love it.

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And so having the right mix of brand

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plus performance is incredibly valuable.

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I heard on one of my favorite
podcasts, marketing Operators podcast,

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shout out to the Connors and Cody,
Connor McDonald and Cody pla.

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They were talking about,
Hey, I think brand spend,

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you should be able to put
it on the balance sheet,

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capitalize that because it’s valuable.
It’s like building a location. Really,

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you can’t do that, but
it kind of makes sense.

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Spending and investing in brand pays
dividends for a long, long time.

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But the best brands,

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the top brands get the right
of brand plus performance.

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You need to think that in

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habit number four related,
but the best brands,

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they get the right capture
and demand generation.

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And so this is the world we’ve
lived in for a long time,

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being a Google and a YouTube
shop and an Amazon shop,

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is that there’s a lot of activity,

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a lot of growth to be had across most
verticals by just capturing existing

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demand,

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right? We’re consulting right now with
a very large auto parts manufacturer,

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and we’ve assessed their
business right on audit,

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and we believe we can grow them
tremendously by a few multiples

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just by leaning into demand capture
on Amazon. So we’re going to do it,

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but throw in some demand
generation there and you’ve

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got a real winning formula.

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So this mix of demand capture
and demand generation,

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it does vary based on your
product. So boom by Cindy Joseph,

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longtime client, shout
out to or Firestone, we’ve
managed their Google YouTube,

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I think for nine years, 10
years, something like that,

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maybe a little bit longer.
Helped them launch on Amazon.

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They went from zero to 6 million a
year their first year on Amazon when we

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launched them.

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But this is one of those brands that’s
interesting in that in the early days,

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nobody was looking for age cosmetics.
That was not a search term.

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They kind of invented it, so
nobody was looking for that.

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So everything really had to be very
top of funnel or bottom of funnel.

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There’s really no mid funnel because
there wasn’t existing demand for their

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product. Now over time,
they’ve created this category.

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Now a lot of skincare companies are
talking about age and things like that,

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and so now there is kind of a mid funnel
and there is some existing demand that

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other people are creating that boom can
go and capture. But in the early days,

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it was all demand gen and a little bit
of bottom of funnel demand capture with

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auto parts.

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There’s a whole lot of demand capture
right there in the middle of the funnel

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00:16:40,220 –> 00:16:44,270
that you can just go get and you’ll still
do better to run some top of funnel,

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some demand gen as well.
So the best brands get the right mix.

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What does that look like?

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What should that look like for you and
where are you missing opportunities?

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We see this all the time, again,

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because of the nature of our agency where
someone’s smashing it on meta and we

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help with meta as well, but
they’re smashing it on meta,

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but they’ve ignored non-brand
search. Well for certain categories,

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a ton of categories, even vitamins
to auto, parts to apparel.

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People are searching for stuff on
Google and you need to get your products

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00:17:15,260 –> 00:17:20,060
there. And so getting the right mix of
demand capture and demand generation,

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00:17:20,420 –> 00:17:23,780
that’s what great brands do.
That’s what you need to do as well.

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00:17:24,200 –> 00:17:27,920
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305
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Next, once. This is habit number five,

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00:18:23,160 –> 00:18:27,960
the best brands they measure
and calibrate based on

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00:18:27,960 –> 00:18:32,310
incrementality. So really important,
I love multitouch attribution tools.

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00:18:32,460 –> 00:18:35,910
We have clients on Trip Whale,
north Beam and others. I love them.

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00:18:35,910 –> 00:18:40,710
They can be quite valuable connecting
data from Shopify and all the platforms

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00:18:40,710 –> 00:18:43,230
and kind of creating their spin
on what they think is happening.

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00:18:44,940 –> 00:18:49,170
So it’s still very reliant on
click-based data, which yeah,

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00:18:49,230 –> 00:18:52,530
mms, like prescient and many others.

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00:18:53,280 –> 00:18:56,460
Media mix modeling tools or marketing
mix modeling tools. I love these.

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00:18:56,610 –> 00:18:58,260
These are correlation based.

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00:18:58,260 –> 00:19:02,580
So when spend on certain
platforms goes up or down,

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00:19:02,580 –> 00:19:07,020
what does that do to total sales?
And with that, you can look at, hey,

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which of my optimal marketing mix be
and is this channel actually driving

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00:19:10,980 –> 00:19:12,780
performance or not? We’ve seen this a lot.

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00:19:12,840 –> 00:19:17,370
Where can we help brands launch on
YouTube or grow on YouTube where man,

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00:19:17,370 –> 00:19:20,010
as YouTube grows, tools
like Presant will say, whoa,

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00:19:21,090 –> 00:19:25,770
something going on here because
a sales move is happening

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00:19:26,040 –> 00:19:29,190
when we spend more on
YouTube. But here’s the deal.

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00:19:29,520 –> 00:19:33,510
All of that needs to be calibrated
with incrementality tests, right?

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00:19:33,510 –> 00:19:36,360
So how are we pressure testing that?

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00:19:36,930 –> 00:19:41,760
How are we sanity checking
that and getting a good read
on whether we’re looking

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00:19:41,760 –> 00:19:45,720
mostly in platform or we’re looking
at an MTA like triple or North Beam or

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00:19:45,720 –> 00:19:50,700
whether we’re using a an MM M tool.
Are we calibrating that

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00:19:50,730 –> 00:19:55,590
with incrementality? Now, house
Analytics gold standard for sure.

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00:19:55,590 –> 00:19:57,720
We’ve had the privilege of working
with House on a number of brands,

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00:19:58,050 –> 00:19:59,220
love looking at those reports.

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00:19:59,460 –> 00:20:00,960
Highly actionable if you
know what you’re looking at.

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00:20:02,340 –> 00:20:03,840
But there’s also other places to start.

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00:20:04,230 –> 00:20:07,500
And so this is something that Google’s
leaning into. Meta is leaning into,

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00:20:07,500 –> 00:20:09,440
I think for this year, they’re
going to lean more into it.

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00:20:09,440 –> 00:20:11,550
I think it’s going to
become more table stakes.

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00:20:11,550 –> 00:20:14,670
I think all good brands are going to
be measuring incrementality at least in

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00:20:14,670 –> 00:20:17,130
platform if they’re not doing something
like House or something more advanced.

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00:20:17,790 –> 00:20:22,080
But we see on the Google side as an
example is they’ve got a couple of tools,

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00:20:22,140 –> 00:20:25,050
but one is called conversion lift.

340
00:20:25,410 –> 00:20:30,000
And this is similar to what a house
does. House does. Geo holdouts.

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00:20:30,360 –> 00:20:31,860
Hey, this part of the country,

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00:20:31,860 –> 00:20:34,770
we’re going to run YouTube ads in it.
This other part of the country we’re not

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00:20:34,770 –> 00:20:37,860
going to run YouTube ads
in, but everything else is
going to remain constant.

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We’re going to measure sales over
the course of two weeks, four weeks,

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00:20:41,550 –> 00:20:43,710
six weeks, plus a post treatment window.

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00:20:43,710 –> 00:20:46,950
And then we’re going to see
how incremental was YouTube,

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00:20:47,170 –> 00:20:50,890
how many more sales did we get in these
treatment markets or test markets versus

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00:20:50,890 –> 00:20:55,210
the control? And that’s going to give us
some data on how incremental was this?

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00:20:55,780 –> 00:20:59,410
Well, the cool thing is now Google
and Meta will do this for you.

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00:20:59,770 –> 00:21:03,580
You got to set it up, but they can do
holdouts or what’s called user holdouts.

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00:21:03,580 –> 00:21:07,540
So what’s cool about a user holdout is
basically what Google or Meta would be

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00:21:07,540 –> 00:21:08,770
saying is, Hey,

353
00:21:08,830 –> 00:21:13,660
this is the universe of an audience
that is eligible to see your

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00:21:13,660 –> 00:21:13,990
ad,

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00:21:13,990 –> 00:21:18,070
meaning they fit your targeting and your
parameters and your campaign settings.

356
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So this is a group of people
that could see your ad.

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We’re going to hold out a portion of them
and they won’t see the ad and the rest

358
00:21:24,280 –> 00:21:26,800
will. And then we’re going to
measure what is the difference,

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00:21:26,800 –> 00:21:31,450
what’s the difference or the delta
between those exposed to the ad and those

360
00:21:31,450 –> 00:21:32,620
not exposed to the ad.

361
00:21:33,010 –> 00:21:37,060
We did this for a large
home product brand recently,

362
00:21:37,510 –> 00:21:39,970
and it was fascinating.

363
00:21:40,660 –> 00:21:45,310
What we saw actually was the results
when they did the holdout tests

364
00:21:46,120 –> 00:21:49,180
were better for YouTube
than even in platform.

365
00:21:49,480 –> 00:21:53,170
And we were able to see kind of the
incremental lift in conversions,

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00:21:53,170 –> 00:21:56,290
purchase conversions, and add to car
conversions and overall roas and stuff.

367
00:21:56,800 –> 00:21:59,530
It just gave a lot of confidence. It was
like, Hey, we were seeing good things.

368
00:21:59,530 –> 00:22:03,100
We were seeing traffic increase, we’re
seeing all these positive things.

369
00:22:03,100 –> 00:22:08,050
We saw conversions in platform. But one
thing that happens now is even if you’re

370
00:22:08,230 –> 00:22:11,980
excluding past customers and you’re
excluding visitors even getting really

371
00:22:12,790 –> 00:22:16,810
restrictive on your exclusions, previous
customers are just going to sneak in.

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They’re just going to sneak in there.

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And so we want to run these incrementality
studies to understand truly how

374
00:22:21,820 –> 00:22:23,830
incremental was this campaign?

375
00:22:24,130 –> 00:22:28,450
You can do the same thing with meta
now and run incrementality studies,

376
00:22:28,450 –> 00:22:32,380
and eventually we’re going to be able
to optimize for incrementality and some

377
00:22:32,380 –> 00:22:35,650
really cool things like
that. And so the best brands,

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00:22:35,920 –> 00:22:40,240
they’re continuously testing
incrementality because we’ve also seen,

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00:22:40,360 –> 00:22:45,190
and we’ve seen this with big brands
where they’ll run an incrementality test

380
00:22:45,190 –> 00:22:49,630
for connected TV or for YouTube
and they’ll do it through a

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00:22:50,530 –> 00:22:53,740
non-peak part of the year. They’ll
get an incrementality read,

382
00:22:54,100 –> 00:22:57,760
they’ll do another incrementality read
during a sale period or during a holiday,

383
00:22:58,210 –> 00:23:01,420
and they may get a much different read.
There’s a lot of noise and a lot of

384
00:23:02,110 –> 00:23:06,310
stuff going on during holiday especially,
but also during other sales periods.

385
00:23:06,310 –> 00:23:10,630
And so you’ve got to be continuously
looking at incrementality,

386
00:23:11,140 –> 00:23:12,880
understanding how
incremental is a channel,

387
00:23:13,090 –> 00:23:15,040
how incremental are different
offers or different ads,

388
00:23:15,040 –> 00:23:17,350
and how incremental is it at a set spend,

389
00:23:17,500 –> 00:23:20,440
because we may find that at a certain
spend, it’s highly incremental.

390
00:23:20,440 –> 00:23:23,050
You go too far beyond that and
it becomes less incremental.

391
00:23:23,350 –> 00:23:26,200
And so the best brands as a habit,

392
00:23:26,770 –> 00:23:31,090
they’re measuring and
calibrating for incrementality.

393
00:23:31,090 –> 00:23:34,360
Make this the year you get
serious about incrementality.

394
00:23:34,630 –> 00:23:36,880
Habit number six,

395
00:23:36,880 –> 00:23:41,230
the best brands they master
creative rhythms and creative

396
00:23:41,230 –> 00:23:42,010
diversity.

397
00:23:42,010 –> 00:23:46,910
And so this is something that we
lean into a lot as an everyone knows

398
00:23:46,910 –> 00:23:48,440
that creative is the biggest lever.

399
00:23:48,440 –> 00:23:53,390
You’ll win or die as an agency
or as a brand based on your

400
00:23:53,390 –> 00:23:56,720
creative. How good is it? How does it
resonate? How much the platforms love it,

401
00:23:56,720 –> 00:23:59,960
how much the users love it, and
can we grow with this creative?

402
00:23:59,960 –> 00:24:01,820
But you got to get the
right creative rhythms,

403
00:24:01,820 –> 00:24:03,350
as we call these creative feedback loops.

404
00:24:03,710 –> 00:24:05,960
These can be very compressed very fast,

405
00:24:05,960 –> 00:24:08,750
or they can be a little bit more drawn
out depending on the channel that you’re

406
00:24:08,750 –> 00:24:12,110
leaning into. But ultimately we
need to start with a hypothesis.

407
00:24:12,500 –> 00:24:14,990
Then we’re going to ideate
for new ideas, right?

408
00:24:14,990 –> 00:24:15,950
Then we’re going to create some ads.

409
00:24:15,950 –> 00:24:17,540
We’re going to launch those
ads we’re going to measure,

410
00:24:18,260 –> 00:24:20,750
and then we’re going to repeat.
So based on the measurement,

411
00:24:20,750 –> 00:24:24,080
we’re going to come with a new hypothesis,
new ideation, new creation launch,

412
00:24:24,350 –> 00:24:27,920
and the cycle just goes on and on.
That’s going to vary though, right?

413
00:24:28,100 –> 00:24:30,590
Some of my friends that
run huge meta ads accounts,

414
00:24:30,590 –> 00:24:34,040
they’re launching a hundred ads a day
on YouTube. If you’re just getting

415
00:24:34,040 –> 00:24:36,860
started, you don’t need nearly that many.
In fact, the system won’t handle it.

416
00:24:37,250 –> 00:24:39,830
You may need a handful and then
over time, a few dozen or whatever,

417
00:24:40,430 –> 00:24:44,390
but you’re constantly launching new
ads, testing them, learning from them,

418
00:24:44,750 –> 00:24:48,950
iterating, launching new ones. If
you’re running TV as an example,

419
00:24:48,950 –> 00:24:53,570
we consult with bigger brands that are
successful on tv. We help with YouTube,

420
00:24:54,200 –> 00:24:58,370
but with tv, it takes a little bit
longer, right? To hypothesize, to ideate,

421
00:24:58,370 –> 00:25:00,680
to create, to launch, to measure,
and then to do the whole thing again.

422
00:25:01,160 –> 00:25:03,440
But you’ve got to
establish creative rhythms.

423
00:25:03,440 –> 00:25:07,670
They need to be part of your business,
structure them understand who owns them,

424
00:25:07,670 –> 00:25:11,300
who owns which parts of them so that you
can really make magic happen with your

425
00:25:11,300 –> 00:25:14,840
creative. And then also you
need creative diversity, right?

426
00:25:14,840 –> 00:25:18,950
We’re seeing this all the time now
with YouTube. We love partnering with

427
00:25:19,430 –> 00:25:22,970
agencies like Raindrop, and we have
other editors who we work with,

428
00:25:22,970 –> 00:25:26,000
but the best brands, we’re
with a snack brand right now.

429
00:25:26,060 –> 00:25:29,060
That was one of the fastest
starts on YouTube we’ve ever seen.

430
00:25:30,320 –> 00:25:35,240
But they are really succeeding because
they have some really polished,

431
00:25:35,330 –> 00:25:39,320
nice raindrop creative that
actually works great on tv,

432
00:25:39,320 –> 00:25:41,000
but also mobile and desktop.

433
00:25:42,260 –> 00:25:46,790
And then they’ve also got
some creator and UGC mashup,

434
00:25:46,790 –> 00:25:51,620
so some real authentic raw
type of maybe learn about how

435
00:25:51,620 –> 00:25:52,370
great the snack is,

436
00:25:52,370 –> 00:25:54,560
but they’re mashed up and they got
some style to it and they look great.

437
00:25:55,160 –> 00:25:57,830
And then also top performing
videos from social.

438
00:25:57,890 –> 00:26:02,390
And so we see this a lot
now across YouTube is the

439
00:26:02,390 –> 00:26:04,640
best brands. Those are really scaling.

440
00:26:05,090 –> 00:26:07,520
They’ve got some hero type videos,

441
00:26:07,640 –> 00:26:09,920
something that’s going to feel or
maybe lean a little more like tv,

442
00:26:09,920 –> 00:26:14,060
but it can be direct response.
They’ve got some mashups of real stuff,

443
00:26:14,060 –> 00:26:15,350
real creators, real customers,

444
00:26:15,920 –> 00:26:18,620
and then they’re taking the best
of what they have on paid social.

445
00:26:18,620 –> 00:26:22,400
They’re running that on YouTube shorts
and on mobile non shorts on YouTube.

446
00:26:22,880 –> 00:26:25,490
I know creative diversity.
It’s all the rage on meta now,

447
00:26:25,580 –> 00:26:28,550
that’s what Andromeda needs
is creative diversity.

448
00:26:28,550 –> 00:26:32,780
And so the best brands,
they have creative rhythms,

449
00:26:32,930 –> 00:26:34,670
creative feedback loops that

450
00:26:36,170 –> 00:26:40,970
enable creative diversity that
then enable you to crush your

451
00:26:40,970 –> 00:26:45,330
goals. We’ve also seen, and I
know this is true on meta as well,

452
00:26:45,750 –> 00:26:48,960
you just have one type of creative,
you’re going to hit ceilings.

453
00:26:49,290 –> 00:26:50,430
It’s going to stop working.

454
00:26:50,700 –> 00:26:55,230
So you need that creative diversity
all powered by creative rhythms.

455
00:26:56,700 –> 00:26:58,320
And number seven, finally,

456
00:26:59,310 –> 00:27:01,920
the last habit is the best brands.

457
00:27:02,460 –> 00:27:06,720
They understand what’s timeless about
marketing so that they can crush what’s

458
00:27:06,840 –> 00:27:07,673
new.

459
00:27:07,830 –> 00:27:11,700
This is where I think guys like me have
been around a while. I started running

460
00:27:11,700 –> 00:27:15,150
marketing in the early two thousands,
so I’m 20 plus years now at this game.

461
00:27:16,830 –> 00:27:21,570
Good marketing principles still apply
and understanding human behavior and

462
00:27:21,570 –> 00:27:25,440
psychology and all those things that
matters. But here’s what’s interesting.

463
00:27:26,100 –> 00:27:30,240
If you take a look at what really
matters with marketing, really,

464
00:27:30,720 –> 00:27:34,800
and we all know creative is king, but
let’s just set that aside for a minute.

465
00:27:35,280 –> 00:27:38,850
What matters more than anything
else is who you’re talking to.

466
00:27:39,870 –> 00:27:44,670
If I sell dentures, which I don’t,
but if I did actually hearing aids,

467
00:27:44,670 –> 00:27:48,000
I used to work for some hearing
aid, big hearing aid companies,

468
00:27:48,390 –> 00:27:51,390
if I’m selling hearing aids and
I’m running the best creative,

469
00:27:51,390 –> 00:27:54,060
the best ads ever to
people in their twenties,

470
00:27:55,020 –> 00:27:57,570
I’m going to struggle because they don’t
need hearing aids. For the most part.

471
00:27:58,680 –> 00:28:02,130
If I am selling the latest fashion,

472
00:28:02,940 –> 00:28:07,110
latest hoodies, whatever,
to my dad who’s 74,

473
00:28:07,320 –> 00:28:12,210
he’s not going to buy it because that’s
not his style. So who you talk to really

474
00:28:12,510 –> 00:28:16,080
matters, and I think it’s the most
important. What is second most important?

475
00:28:16,080 –> 00:28:17,250
I believe it’s the offer.

476
00:28:17,280 –> 00:28:21,900
What offer are you giving
someone that matters more than

477
00:28:21,900 –> 00:28:24,060
anything else? If there is,

478
00:28:24,240 –> 00:28:27,780
and the offer doesn’t have
to be financially based,

479
00:28:27,840 –> 00:28:28,950
it doesn’t have to be a
discount or anything like that,

480
00:28:28,950 –> 00:28:33,540
but offers can come in all kinds of
shapes and sizes offering you this

481
00:28:33,540 –> 00:28:37,320
benefit at this price.
This is a killer offer.

482
00:28:37,320 –> 00:28:41,760
I’m offering you this benefit at this
price with this kind of guarantee.

483
00:28:42,060 –> 00:28:45,630
That’s a great offer. So who
you speak to is most important.

484
00:28:45,900 –> 00:28:49,740
The offer is second most important.
And then the way you position it,

485
00:28:49,740 –> 00:28:53,550
the way you say it, all the elements
of your creative, that’s third. Now,

486
00:28:53,550 –> 00:28:56,070
what’s interesting is with meta,

487
00:28:56,070 –> 00:28:58,440
you’re not picking your
targeting almost at all, right?

488
00:28:58,440 –> 00:29:00,120
I know some people have
different philosophies there,

489
00:29:00,120 –> 00:29:02,280
but mostly the creative is the targeting,

490
00:29:02,310 –> 00:29:06,090
right? You’re building an ad so
that you can reach the right person.

491
00:29:06,090 –> 00:29:10,710
And so one way I think to frame this or
look at this is if you’re not reaching

492
00:29:10,710 –> 00:29:13,680
the right person, it’s because you’re
not saying the right thing, right?

493
00:29:13,680 –> 00:29:17,250
That’s what’s true on meta. The creative
is the targeting. Now, on YouTube,

494
00:29:17,250 –> 00:29:19,500
it’s a little bit different. We
actually do some targeting, right?

495
00:29:19,500 –> 00:29:22,590
We’re actually picking some audiences
and we’re targeting people based on what

496
00:29:22,590 –> 00:29:23,460
they’re searching for on Google,

497
00:29:23,460 –> 00:29:26,910
what they’re searching for on YouTube
or what they’re in the market to buy and

498
00:29:26,910 –> 00:29:31,560
things like that. But we’re also using
the creative as targeting as well.

499
00:29:31,920 –> 00:29:34,290
And then we’re really thinking
through what is that offer?

500
00:29:34,530 –> 00:29:36,120
Am I just talking about
the product and that’s it?

501
00:29:36,210 –> 00:29:40,680
Or is there an offer that I’m presenting
and making it very, very clear,

502
00:29:40,960 –> 00:29:45,010
this is what you’ll get from this product.
Here’s how much it is.

503
00:29:45,490 –> 00:29:49,210
It’s a killer offer. And so thinking
through all of those things,

504
00:29:49,210 –> 00:29:51,610
understanding what’s core to marketing,

505
00:29:51,940 –> 00:29:55,810
then you can apply it to what’s
new and what’s working right now.

506
00:29:56,200 –> 00:29:58,900
That’s why every year, and I’ve
started doing this again this year,

507
00:29:58,900 –> 00:30:03,100
I revisit some of the classics,
Ogilvy on advertising,

508
00:30:03,100 –> 00:30:06,550
scientific advertising by
Claude Hopkins, the style,

509
00:30:06,550 –> 00:30:09,910
some of the things don’t translate,
but the core still works.

510
00:30:09,910 –> 00:30:12,790
Human nature still is human nature,

511
00:30:13,060 –> 00:30:16,390
just we got different flavors and
different applications of things.

512
00:30:16,750 –> 00:30:21,370
And it’s interesting. I actually picked
up an advertising book from college.

513
00:30:21,370 –> 00:30:22,450
It was like media buying.

514
00:30:23,110 –> 00:30:25,030
And what’s so interesting is I was looking
at some of the concepts and I’m like,

515
00:30:25,030 –> 00:30:28,360
wait a minute. The platforms are
doing these things right now.

516
00:30:28,360 –> 00:30:30,190
They’re trying to
implement these like a cdi,

517
00:30:30,190 –> 00:30:34,390
BDI report and other nerdy stuff like
that, but understand what’s timeless,

518
00:30:34,900 –> 00:30:38,500
so you can crush what’s new.
That’s a killer habit.

519
00:30:38,500 –> 00:30:42,220
So let’s review really quickly
here as we wrap up the best brands.

520
00:30:42,220 –> 00:30:44,020
And if you want to have
your best year in 2026,

521
00:30:44,020 –> 00:30:47,920
these are seven habits you
need to adopt. Number one,

522
00:30:48,370 –> 00:30:51,760
they measure only what’s actual. You
need to measure only what’s actual two.

523
00:30:52,120 –> 00:30:55,630
They understand and respect momentum.
You can’t just crush it overnight.

524
00:30:55,900 –> 00:31:00,670
Momentum is built over time, deliberately,
systematically. Number three,

525
00:31:00,970 –> 00:31:04,840
have the right balance of brand
plus creative. Number four,

526
00:31:05,890 –> 00:31:09,880
strike the right balance of demand
generation and demand capture.

527
00:31:10,690 –> 00:31:11,560
Number five,

528
00:31:11,890 –> 00:31:16,720
measure and calibrate for incrementality
consistently, not just once,

529
00:31:17,110 –> 00:31:20,440
but over time consistently. Number six,

530
00:31:20,440 –> 00:31:24,940
master creative rhythms and
creative diversity. And finally,

531
00:31:24,940 –> 00:31:25,570
number seven,

532
00:31:25,570 –> 00:31:30,220
understand what’s timeless about
marketing so you can crush what’s new and

533
00:31:30,220 –> 00:31:34,390
what’s now. And so hope you enjoyed
this. Thank you so much for tuning in.

534
00:31:34,390 –> 00:31:38,260
It means the world to us that you tune in.
Would love to see that review on

535
00:31:38,260 –> 00:31:40,570
iTunes. If you found this
episode health helpful,

536
00:31:40,840 –> 00:31:45,340
please share with someone else
and visit omg commerce.com.

537
00:31:45,730 –> 00:31:49,420
If you want someone like our team
to take a look at your YouTube,

538
00:31:49,420 –> 00:31:53,740
Amazon email or meta. And
with that, until next time,

539
00:31:53,740 –> 00:31:56,860
thank you for listening. That’ll
do it for this week’s episode. Hey,

540
00:31:56,860 –> 00:32:01,600
if you’re serious about profitable scale
for your brand, we would love to chat.

541
00:32:01,600 –> 00:32:02,500
Over the last 15 years,

542
00:32:02,500 –> 00:32:07,360
we’ve worked with some amazing
brands like Native Boom, beauty,

543
00:32:07,600 –> 00:32:12,370
Arctic Organify, crumble,
cookie, true Earth, and many,

544
00:32:12,580 –> 00:32:17,230
many more. We want to help you unlock
new channels, find profitable scale,

545
00:32:17,410 –> 00:32:20,950
have better creative, better campaign,
better measurement strategies,

546
00:32:21,280 –> 00:32:25,300
and ultimately hope you have more fun and
grow in all of your relevant channels.

547
00:32:25,300 –> 00:32:28,180
So take a look@omgcommerce.com,

548
00:32:28,450 –> 00:32:31,330
and we can’t wait to help
you scale profitably.