Last month we hosted our 5th clubhouse series event, bringing together advertising leaders from Coach, Betterment and American Student Assistance to explore how Gen Z and Millennial-focused brands are using YouTube and YouTube on CTV to go beyond impressions and drive real engagement and sales.
During the event, we heard Denis (CCO at Precise TV) shine a spotlight on YouTube as the #1 platform in the digital ad space amongst Gen Z audiences (US). He shared how Precise TV’s proprietary contextual intelligence, exclusive consumer panel data and proprietary omnichannel measurement (PACE) help reduce media wastage by analysing every video to confirm relevance and safety for the target audience before budget is spent.
Christian Dankl, Co-founder and Co-CEO of Precise TV, joined Denis to delve deeper into the complexities of targeting and measuring audiences under 18, and introducing PACE (Precise Audience Content Evaluator) as a new, world first, solution. Read more about PACE here.
After a short break, the audience were re-energised by leading author and keynote speaker Avinash Kaushik. He challenged traditional marketing funnel models with his Intent-Centric "See, Think, Do, Care" framework, offering a fresh perspective on aligning content with consumer intent to foster stronger connections and drive conversions.He closed his presentation with this powerful reminder:
“Unless we’re ready to put the user at the centre and look at marketing from the outside into the company versus from the inside out, the possibilities you can imagine will be dramatically limited”
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Discussions continued during an engaging panel in which speakers from Coach, Betterment and American Student Assistance shared how their brands are leveraging the massive scale of YouTube to effectively pinpoint and engage specific audiences from kids to millennials in their different industries. Check out highlights from the panel on our socials.
The event wrapped with a myth-busting session debunking common misconceptions about marketing to Gen Z and millennials on YouTube, an increasingly dominant channel in the current and future media strategies for all of our panelists’ brands.
We’ll leave you with this standout insight from one of our panelists on kids watching ads on YouTube:
“If you deliver an ad that feels authentic, that is telling a story and provides something of value to them, they’ll watch it through the end, if you don’t they’ll shut you right down” - Greg Smith, VP Marketing, American Student Assistance
Want to discover how your brand can drive sales through YouTube? Get in touch here.
Topics: youtube, gaming, teens, youtube shorts, event, mobilegaming, gen Z, NYC