Marketing & Advertising · Performance marketing

Performance marketers relying only on TV miss YouTube's audience

In short Brands that split budget between TV and YouTube can reach viewers who are ready to engage instead of just watching passively.

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Performance marketers relying purely on TV ads are missing out on YouTube’s exploding influence, leaving an untapped audience ready to engage.

When MediaPost highlighted late-night TV's success on YouTube, I thought of a specific brand example. Years back, a B2C client stuck with TV, believing it was unmatched for reach. But when they tested YouTube, creativity flourished, and engagement levels soared.

The change was clear: they shifted budget dollars to include strategic YouTube content. TV gave them visibility, but YouTube unlocked a dialogue with viewers.

The default assumption is TV's depth can’t be rivaled. This story shows YouTube's ability to captivate with creativity in real-time.

The brand that balanced both found their audience was ready to engage beyond a passive view.

Originally posted on LinkedIn →

Topics Performance marketing · YouTube advertising · TV advertising · Media budgeting

Dahv Greenfield

About the author

Dahv Greenfield

Runs performance media and client strategy for D2C and B2B brands

Dahv Greenfield is a marketer with 10+ years of experience in performance media and account strategy. Dahv launched NuCalm's D2C transformation across paid media, organic content, podcast strategy and attribution reporting, and scaled customer acquisition for B2B clients at Compound Growth Marketing. Dahv has served as the key contact for stakeholders from startup founders to Fortune 500 executives.

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