Rion Austin, Director of YouTube and video global solutions at Google has shared why advertisers should embrace a full-funnel approach to make the most of YouTube.

He says, “My team and I find time and time again that to convert leads and bolster brand awareness, marketers need a media strategy that encompasses multiple objectives from the start: a YouTube full-funnel strategy. These three brands, representing three different verticals and regions, show how to take this approach.

Three ways to embrace a full-funnel YouTube strategy: Leverage momentum from events. Drive sales while expanding reach. Get more out of brand campaigns
Leverage momentum from events

Marketers at Nike Korea needed a media strategy that could appeal to new customers even as it boosted sales. They saw an opportunity in Member Days: a program of key sales events that offers special products and benefits to Nike members through the brand’s online store. By taking advantage of the momentum driven by those sales events, Nike figured it could generate even more incremental leads.”

Reach potential customers at every stage of the funnel with video

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