The IAB UK Podcast

Welcome to YouTube Festival Spotlight, a three-part podcast series created in partnership with Google, offering an exclusive behind-the-scenes look at the festival while highlighting top brands on YouTube.

In this third and final episode, IAB UK's CMO James Chandler is joined by Raffaella Stratta, EMEA Senior Marketing Research & Insights Manager at Google and Morgan Burgess, Associate director at MTM, to dive into into the latest insights from the Why We Watch report.

The report explores the changing relationship between viewers and online video content and reveals how the diversification of content and the explosion of user-generated content have reshaped viewers' standards of quality and engagement.

More on Why We Watch here: https://blog.youtube/culture-and-trends/how-viewers-define-content-quality-2024/

Welcome to YouTube Festival Spotlight, a three-part podcast series created in partnership with Google, offering an exclusive behind-the-scenes look at the festival while highlighting top brands on YouTube.

In the second episode of the miniseries, IAB UK's CMO James Chandler meets with Domino’s CMO, Sarah Barron and Google's Senior Industry Manager, Duncan Watts, to discuss the fascinating actionable insights Domino’s discovered by digging deeper into their YouTube advertising data.

YouTube offers advertisers unprecedented performance data. But what data exactly? And why is it so impactful in the right hands? The trio discuss how Domino’s proved the power of data-driven decision-making in maximising the effectiveness of YouTube advertising and how running brand and performance campaigns concurrently on YouTube resulted in a 45% higher ROI than either campaign type alone.

Discover Domino's YouTube channel here: https://www.youtube.com/channel/UCO1328RJ5y-TrR2oRq9fBYw

Welcome to YouTube Festival Spotlight, a three-part podcast series run in collaboration with Google giving you a behind-the-scenes look at the festival, spotlighting top brands on YouTube.

Over the course of the next three episodes, IAB UK's CMO James Chandler will be joined by some of the most senior marketers in the UK and members of the YouTube team to get into some of the most effective and innovative collaborations run on the platform.

In today’s episode, we’re diving deep into the beauty of best practice. Joining James in the studio to discuss how a YouTube-first summer campaign earned sizzling results for Boots is Peter Markey, Chief Marketing Officer of Boots, and Jacqui Owens, Director of Lifestyle at Google.

Watch the campaign here: https://youtu.be/VM6y09kSBRU?si=SfGWuQy38HHqF1Jr

You can also watch this episode in full on YouTube at: https://youtu.be/ikc9JK_f-TY?si=ww8QsMrcYqU815EW