‘This is a rocket ship, and it’s not slowing down’ – things we heard at YouTube Festival

The analogy captured the challenge marketers face today: “As absurd as that may sound, when we unpack some of the measurement practices in play today, that’s essentially what we’re seeing: differences in the definitions of basic metrics, how and when conversions are counted, how media channels are being defined and broken out, all impacting [marketers’] ability to understand true media effectiveness,” she said.

In a world of multiple platforms, shifting consumer behaviors, and a growing need for both short-term performance and long-term brand building, the need for robust, clear measurement has never been more urgent. This theme rang loud and clear at the event, which brought together top minds from brands and the creator economy, each sharing insights into how they’re harnessing the platform to drive real, measurable impact.

Measurement first: ‘Even the simplest of metrics can be confusing’

As Google’s Najdi pointed out, measurement has moved far beyond simple views and impressions. Today, marketers need to measure the impact of media on reach, brand perceptions and return-on-investment (ROI).

Brands can now understand how much of their audience is being reached across channels with tools like Cross-Media Reach Reports, unlock a deeper knowledge of media and creative impact with Brand lift solutions, and prove the impact of campaigns on sales/bottom line with granular Marketing Mix Models (MMMs).

Using YouTube Cross-Media Reach Reports, Tom Ford Beauty saw a 22% lift in incremental reach when it added YouTube to the linear TV mix – and did so in a cost efficient way. It’s a reminder that with the right tools, marketers can maximize their impact while maintaining budget efficiency.

Meanwhile, for its brand relaunch, Go.Compare used granular MMM to understand what drives YouTube ROI and optimize its media mix to reach its target audience. It discovered that YouTube ROI was 4.5 times stronger than linear TV. And also gained insights to help optimize YouTube, which drove an 86% year-on-year increase in ROI on the platform.

Mastering the art: ‘AI is the conductor in the orchestra’

From Cadbury's use of AI to maximize reach with the right creative through Video Reach Campaigns, to Coca-Cola surrounding cultural moments with YouTube Select, AI is reshaping how campaigns are delivered and refined in real-time.

Cadbury’s campaign saw the brand tailor its messaging for different devices and formats, using YouTube’s Video Reach Campaigns to increase reach by 200% year-over-year while delivering -40% CPM savings versus peers. “I like to think of this type of AI technology as playing a similar role to a conductor in an orchestra, helping all the different parts of the campaign come together in the right place at the right time to deliver a memorable experience for the audience,” said Erica Probst, head of YouTube sales UK & Ireland at Google.

For brands seeking to stay ahead of the curve, automation and AI are essential tools for increasing reach and optimizing performance across platforms. Christian Barrou Thrane, managing director of marketing at EE showcased how YouTube’s tools allowed the brand to master audience targeting at scale.

“Our partnership with YouTube allowed us to supercharge our storytelling,” he said. By leveraging YouTube Select and Video Reach Campaigns, EE was able to reach 28 million individuals in just six weeks, contributing to levels of brand consideration that hadn’t been seen in a decade. The key? Personal stories, targeted at the right audiences, combined with iconic British music and the power of connected TV.

Long and short: ‘With the right balance, the wheel starts to turn real world growth’

At the core of many presentations was a key marketing truth emphasized by Professor Mark Ritson: success lies in balancing the long and short of it. “YouTube is unique because it does both long-term brand building and short-term performance so well,” he said. His message was clear: brands that focus only on short-term results are missing the bigger picture.

To truly succeed, marketers must invest in both, with a special focus on brand building to ensure sustainable growth. Boots’ targeted YouTube campaigns aimed at driving short-term sales were highly effective, generating a 5:1 ROI. But it was its long-term brand-building efforts, featuring emotional ads during key seasons, that delivered incremental reach and brand salience across younger demographics. The dual strategy worked because Boots understood the need to balance performance and brand equity.

The creator economy: ‘This is a rocket ship – and it’s not slowing down’

But YouTube isn’t just about delivering ads, it’s about creating emotional connections that resonate deeply with audiences, as YouTube’s Why We Watch 2.0 research finds. In today’s attention economy, “traditional markers of quality, such as camera work and sound, are only part of the story,” said Debbie Weinstein, vice-president and managing director of Google UK & Ireland. “Emotional marketers are even more important. What matters is time well spent.”

This sentiment was echoed by Jordan Schwarzenberger, who manages the Sidemen, one of YouTube’s biggest creator groups. The Sidemen’s commitment to quality content – both technically and emotionally – has resulted in an audience of over 10 million returning viewers each month. For marketers, this underscores the importance of authenticity and emotional resonance in building long-term brand loyalty.

“All this is a rocket ship, and it’s not slowing down,” he said, pointing to the Sidemen’s success in evolving from YouTube creators to a media empire. “So the question is this: where is that rocket ship heading to next? And are you all coming along for the ride?”