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Ep 510: Inside Pilothouse’s YouTube Strategy: Segmenting Campaigns for Scalable Growth | AKNF

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Manage episode 484369952 series 2899866
Content provided by DTC Newsletter and Podcast and DTC Newsletter. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by DTC Newsletter and Podcast and DTC Newsletter or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Subscribe to DTC Newsletter - https://dtcnews.link/signup

In this episode of the DTC Podcast, Eric Dyck sits down with Dougie from Pilothouse to talk about how to properly structure YouTube ad campaigns for long-term brand growth.

Dougie shares the evolved Pilothouse perspective on YouTube—not as a direct response platform, but as a powerful top-of-funnel awareness channel. Learn how structuring campaigns based on funnel stages, matched with tailored creative and measurement, can lead to more efficient spend and more impactful marketing.

Key Takeaways:

  • Why 80–90% of YouTube spend should be top-of-funnel
  • How to segment users into unaware, aware, consideration, and action
  • The importance of creative matching for each funnel stage
  • How to track impact via Brand Search Lift and Google measurement tools
  • Why a minimum $10K investment is required to see true performance from YouTube
  • If you’re using YouTube like it’s search or shopping, this episode might shift your entire approach.

Did you know that 98% of your website visitors are anonymous? Instant powers next-level retention by identifying who they are and converting them into loyal shoppers. Sign up for a quick demo today to get 50% off and unlock a guaranteed 4x+ ROI: instant.one/dtc

Timestamps

00:00 Scrappy content is outperforming polished YouTube ads

02:00 Shift to demand gen campaigns and YouTube Shorts strategy

04:00 Google’s most impactful scrappy ad example

07:00 Why organic-looking creative builds more trust

09:00 Brands mimicking UGC for TV and YouTube performance

12:00 Man-on-the-street ad formats and scripting tactics

15:00 Best practices for capturing authentic reactions

17:00 Key ad structures: hook, face, CTA, and humor

20:00 How to retarget viewers and build down-funnel sequences

22:00 Geo-targeting and brand saliency measurement tools

Hashtags

#YouTubeAds

#UGCMarketing

#DTCMarketing

#PerformanceCreative

#MediaBuying

#VideoAdvertising

#MarketingPodcast

#CreativeStrategy

#AdSequencing

#BrandGrowth

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Advertise on DTC - https://dtcnews.link/advertise

Work with Pilothouse - https://dtcnews.link/pilothouse

Follow us on Instagram & Twitter - @dtcnewsletter

Watch this interview on YouTube - https://dtcnews.link/video

  continue reading

608 episodes

Artwork
iconShare
 
Manage episode 484369952 series 2899866
Content provided by DTC Newsletter and Podcast and DTC Newsletter. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by DTC Newsletter and Podcast and DTC Newsletter or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Subscribe to DTC Newsletter - https://dtcnews.link/signup

In this episode of the DTC Podcast, Eric Dyck sits down with Dougie from Pilothouse to talk about how to properly structure YouTube ad campaigns for long-term brand growth.

Dougie shares the evolved Pilothouse perspective on YouTube—not as a direct response platform, but as a powerful top-of-funnel awareness channel. Learn how structuring campaigns based on funnel stages, matched with tailored creative and measurement, can lead to more efficient spend and more impactful marketing.

Key Takeaways:

  • Why 80–90% of YouTube spend should be top-of-funnel
  • How to segment users into unaware, aware, consideration, and action
  • The importance of creative matching for each funnel stage
  • How to track impact via Brand Search Lift and Google measurement tools
  • Why a minimum $10K investment is required to see true performance from YouTube
  • If you’re using YouTube like it’s search or shopping, this episode might shift your entire approach.

Did you know that 98% of your website visitors are anonymous? Instant powers next-level retention by identifying who they are and converting them into loyal shoppers. Sign up for a quick demo today to get 50% off and unlock a guaranteed 4x+ ROI: instant.one/dtc

Timestamps

00:00 Scrappy content is outperforming polished YouTube ads

02:00 Shift to demand gen campaigns and YouTube Shorts strategy

04:00 Google’s most impactful scrappy ad example

07:00 Why organic-looking creative builds more trust

09:00 Brands mimicking UGC for TV and YouTube performance

12:00 Man-on-the-street ad formats and scripting tactics

15:00 Best practices for capturing authentic reactions

17:00 Key ad structures: hook, face, CTA, and humor

20:00 How to retarget viewers and build down-funnel sequences

22:00 Geo-targeting and brand saliency measurement tools

Hashtags

#YouTubeAds

#UGCMarketing

#DTCMarketing

#PerformanceCreative

#MediaBuying

#VideoAdvertising

#MarketingPodcast

#CreativeStrategy

#AdSequencing

#BrandGrowth

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Advertise on DTC - https://dtcnews.link/advertise

Work with Pilothouse - https://dtcnews.link/pilothouse

Follow us on Instagram & Twitter - @dtcnewsletter

Watch this interview on YouTube - https://dtcnews.link/video

  continue reading

608 episodes

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