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Longtime EffWeek supporters Google have put together a guide backed by research and case studies to help brands and agencies, get the most out of advertising on YouTube.

Download the YouTube guide ‘Turn Attention into Action’ here

When it comes to attention, YouTube has it: 83% of YouTube viewers describe themselves as ‘fully’ or ‘mostly’ paying attention, compared with just 58% across other social platforms.

To drive results, marketers must do more than just speak to attentive audiences. They must turn attention into action. But in a constantly evolving digital media landscape, both achieving – and proving – results can be complex, particularly when it comes to online video.

Turn attention into action

While success is never one-size-fits-all, the insights and recommendations in the following pages are backed by research, along with case studies from award-winning YouTube campaigns. So whether you’re looking to drive awareness, consideration, conversion, or full-funnel impact, you’ll be able to find tips and guidelines to help deliver results that matter, time and time again.

Download the YouTube guide ‘Turn Attention into Action’ here


“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”

Bridget Angear, Joint Chief Strategy Officer at AMV BBDO

“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”

David Wheldon, Chief Marketing Officer, RBS

“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”

Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK

“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”

Andrew Canter, Global CEO, BCMA

“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.

Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited

“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”

Chris Combemale, Group CEO, DMA