YouTube is one of the most used platforms and has become even more popular with changing consumption patterns during the past two years. But, while diversifying across your marketing portfolio is critical, getting apples-to-apples measurements across video marketing is key to quantifying your success from advertising efforts. In this webinar, our experts at Tinuiti and our Streaming agency, Bliss Point Media, with guest global market research company, Forrester, will dive into everything you need to know about YouTube, including measurement and how it fits into your online video (OLV strategy), plus research data on what we’re expecting in 2023.

1. YouTube
Measurement
Proving Out Performance on the
World’s Second Most Visited Site
FEATURING:

2. Today’s Logistics
Katherine Bishop
Marketing Coordinator
Recording & slides will be in your inbox
shortly after the session
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!

3. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

4. Some of
Our Clients
Our
Recognition
For Commerce Leaders Of Today And The Future

5. Our Speakers
LAUREN WOLFEN
VP of Client Strategy &
Analytics
BRIAN BINDER
Senior Director, Paid
Search
NIKHIL LAI
Senior Analyst, Performance
Marketing
WITH GUEST SPEAKER

6. Agenda
● Difficulties with YouTube to Date
● Value & Future-Leaning Power of YouTube
● CMOs’ Plans For 2023
● Marketing During A Downturn
● Ongoing Challenges
● Key Takeaways
● Q&A
6

7. What’s Your Current Comfort
Level With YouTube?
● It’s a blackbox
● I’m dipping my toe in
● I’m all in
POLL

8. ? v
v
Google & Meta
Form The Bulk Of
Many Ad Budgets
But This Budget Model Is Risky
rising costs | privacy changes | limited raw data visibility | walled gardens
The Status Quo
v
Meta Ads US Y/Y Growth
Spend CPM
Impressions
+60%
+40%
+20%
0%
-20%
Q3 2021
Q4 2021
Q1 2022
?
Retail Google US Paid Search CPC vs. 2019
+39%
2022
+43%
2021
+2%
2020
2019
-25%
+25%

9. Growth Portfolio
Diversification
Is Essential
The Goal
vvv
v
?
OTT & YouTube Are Growth Engines
Source:
eMarketer,
March
2022
Weekly Time Spent Watching Linear vs Streaming Video
?
Subscription OTT Video Users Worldwide
Source:
The
Nielsen
Company,
“Nielsen
Total
Audience
Reports,
Q2,
2013—2021”
2021 2023 est. 2025 est.
2013 2015 2017 2019 2020
40 hrs
30 hrs
20 hrs
10 hrs
2 billion
1 billion
0
2020 2021 2022 est. 2023 est. 2024 est. 2025 est.
1.72
1.51
1.88 1.99
2.08
2.15
it’s growing at a compound 12% from 2021–2028
25% 14% 9% 4%
6% 4%
percent
change

10. YouTube is Evolving as Connected TVs are Becoming a
Growth Driver
135M 50% 35%
people reached on
connected TVs in
the U.S. in
December 2021
of ad-supported
streaming watch
time on connected
TVs is on YouTube
of viewers can’t be
reached on any
other ad-supported
streaming device
Sources:
● Google Blog, “YouTube is the Main Stream: Our NewFronts and Upfronts approach” February 2022 (link)

11. Measurability: Online Video Poses An Attribution
Problem…

12. A Unified Measurement Framework Will Help Identify The
Full Value Of Video And Specifically YouTube
Knowing YouTube drives actions
across other platforms, use
attribution modeling to assess
the contribution of YouTube in
the conversion journey
Needs minimum of 1 month of data
Measure the impact of strategic
changes by isolating base
conversions from media driven
conversions through a test and
learn framework
Needs minimum of 1 month of data
Defined using econometric
models to determine the ROI
of each media channel
Needs 1-3 years of data
Attribution Incrementality Media Mix Models (MMM)

13. Leverage in platform data to get a full sense of the conversions being driven, including
engaged view conversions, click through conversions and view through conversions
across all devices.
New features in Google Analytics 4 now provides YouTube engaged view conversions
and Data-Driven Attribution model to assign YouTube credit across all digital channels
Start With Platform Attribution And Performance Data
Platform Overview

14. Leverage Incrementality Testing Frameworks To
Showcase The Added Value
Conversion Lift
Geo Experiments
Your ad Other ad
Control
Those
who
would
have
seen
your ad
Test
Those
who
saw
your ad
Didn’t convert Converted because of this ad Converted regardless of this ad
User-based testing
Designated Market Area (DMA)/ location-based
testing

15. What Does This Mean for a Marketer?
15
● Leveraging incrementality
testing can put YouTube on
equal footing with the
streaming campaigns to
make an apples-to-apples
comparison.

16. YouTube In Context
Nikhil Lai Senior Analyst,
Performance Marketing

17. 17
© Forrester Research, Inc. All rights reserved.
CMOs’ Plans For 2023

18. 18
© Forrester Research, Inc. All rights reserved.
“How are you planning to change your
YouTube budget in 2023?”
• Increase – 43.8%
• Increase significantly – 37.3%
• Stay the same – 13.7%
• Decrease – 3.3%
Source: Forrester’s CMO Pulse Survey, Q3 2022

19. 19
© Forrester Research, Inc. All rights reserved.
Data deprecation is
helping
cross-channel video
advertising
Source: Forrester Research, The Forrester Tech Tide™: Adtech For B2C Marketers, Q3 2020

20. 20
© Forrester Research, Inc. All rights reserved.
Marketing During A Downturn

21. 21
© Forrester Research, Inc. All rights reserved.
"I believe that fears about an upcoming
recession are greatly exaggerated"
51% total
• 40% Gen Z
• 41% Millennials
• 24% Gen X
• 12% Baby Boomers
Source: Forrester’s Consumer Energy And Retail Online Survey, June 2022

22. 22
© Forrester Research, Inc. All rights reserved.

23. 23
© Forrester Research, Inc. All rights reserved.
Supply chain crisis
hurts brand loyalty
• According to 84.51, 90% of consumers
will test a lesser-known, lower-cost
brand if their preferred choice isn’t
available
• According to IRI, brands with low
availability or in-stock rates between
72-85% have lost 0.7% of share of
wallet so far this year

24. 24
© Forrester Research, Inc. All rights reserved.
Now is the time to
be opportunistic
• According to the CMO of a financial services
brand, “trying to re-compete after cutting
budget costs you more than you will save”
• 86% of executives say that when they see
advertising from a company during a
recession, it keeps that company top of mind
when making purchasing decisions and
makes them feel positive about that
company’s commitment to its products and
services
• Gaining SOV during a downturn – proactive
marketing that builds pent-up demand – is
cost-effective

25. 25
© Forrester Research, Inc. All rights reserved.
Profit from
YouTube’s halo
effects on branded
search
• More profitable way to compete for clicks
• Divert consumers to branded keywords at the
expense of generic keywords
• Exposing consumers to less competitive
information lifts impulse buying intent and
makes subsequent exposure to ads feel less
intrusive

26. 26
© Forrester Research, Inc. All rights reserved.
Ongoing Challenges

27. 27
© Forrester Research, Inc. All rights reserved.
Viewership is
fragmented

28. 28
© Forrester Research, Inc. All rights reserved.
Challenge
The clash of TV and digital
mindsets continues.
Digital understands
“outcome-based measurement” but
that is contrary to the legacy TV
mindset and the data and
infrastructure aren’t fully ready to
support it.

29. 29
© Forrester Research, Inc. All rights reserved.
To bring it to life… agencies
“Agencies still have linear buyers, digital video buyers, social media buys off buying
Facebook and YouTube. Where I have $1 and I need to figure out to spend it, that
doesn’t work.”
- Global Head of Media, brand
“Agencies are being held accountable to keeping CPMs low…the long-form video on
YouTube is just less expensive than primetime broadcast and it’s more addressable. So
it’s a cost thing – it’s such a cost-driven formula. We’re losing the forest for the trees…
…The agencies promote bold thinking but can’t enforce it.”
- Sales Director, media company

30. 30
© Forrester Research, Inc. All rights reserved.
To bring it to life… tech platforms
“If you think about – as TV was moving toward digital and the things we were hoping for: multi-touch
attribution, ad serving, consolidation to understand across the ecosystem. Because there is no standard,
no one ecosystem, it’s fracturing over and over.”
- CMO, brand
“The tech companies are working really hard toward finding solutions. The more people work at it -
ultimately - it’s good for us. There’s not one solution out there. We will need to cobble things
together.”
- Global Head of Media, brand

31. 31
© Forrester Research, Inc. All rights reserved.
To bring it to life… brands
“Marketers have to be a lot more aggressive about changing this landscape. Some of these really
big issues….it’s a problem. ‘Gosh, I hope the media companies and agencies figure it out.’ We
have to be more aggressive and drive the agenda. History has proven that, if we don’t, things
aren’t gonna change. It’s hard work but it’s work we have to do.”
- Global Head of Media, brand
”We have found other brand marketers taking the mentality of, ‘when you fix it let me know and then we’ll
do something about it.’ That’s not helping anybody. But being champions for change, I don’t see a lot of
that.”
- Manager of Marketing Data Strategy, brand

32. Key Takeaways Tinuiti + Bliss Point Media:
● User video consumption is evolving, and
YouTube is benefiting from the shift.
● A holistic measurement framework is
important to understanding the full value of
YouTube.
● Test, test, and test some more. As the user
behavior changes, a testing framework is
important to staying ahead of trends.
Forrester:
YouTube budgets are growing and
opportunistic marketers will profit from
YouTube, but challenges persist.

33. Schedule Your
Consultation
with a YouTube
Expert

34. LAUREN WOLFEN
VP of Client
Strategy &
Analytics
BRIAN BINDER
Senior Director,
Paid Search
NIKHIL LAI
Senior Analyst,
Performance
Marketing
Q&A

35. 35
Stay informed
on the future of
digital marketing
Visit our content hub
➜

36. Thank you!