Stop Overpaying for Scroll-Time
š„ Memory-first ads drive lasting recall beyond dashboards, YouTubeās Big 2025 Creator Update, and more!
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In this newsletter, youāll find:
š„ Stop Overpaying for Scroll-Time
š„ YouTubeās Big 2025 Creator Update
šTweet of the Day
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š„ Stop Overpaying for Scroll-Time
Performance marketers obsess over last-click ROAS while ignoring the cheapest, most scalable way to buy attention: memory-building video ads.
Meta and TikTok charge a fraction for ads optimized for views because their algorithms can predict engagement far better than purchases. The result: CPMs up to 80% lower than conversion campaigns, giving you a wholesale ticket into audiences your competitors overlook.
Why It Works
When someone remembers your brand days after seeing a short, resonant video, they often search directly, type your URL, or click a retargeting ad without attribution credit.
This isnāt vanity, itās pre-conditioning. Youāre planting a mental trigger that quietly drives high-intent traffic 12ā72 hours later.
The Memory Stack Framework
1. Build a Dedicated Memory Lane
Create separate campaigns optimized for video views, not purchases.
Use wide targeting to maximize reach and learning.
Craft 15ā20 second videos with emotional pull and a bold brand imprint.
2. Design Recall Anchors
Show or say the brand name within the first 3 seconds.
Use distinct colors, sound cues, and rhythmic repetition.
Embed the brand inside a narrative hook to aid subconscious retrieval.
3. Capture Delayed Intent
Monitor lifts in branded search, direct visits, and retargeting conversions.
Confirm with post-purchase surveys to catch first-touch awareness.
Pair with Google Search or catalog retargeting to harvest demand efficiently.
Real-World Wins
A beauty label ran view campaigns at $2.20 CPM, dropping blended CAC by 40% in six weeks.
A snack startup coupled memory ads with Google search retargeting and saw 2Ć assisted conversions plus 30% lower CPC.
Measuring the Invisible
Track incremental lift using geo holdouts or clean-room MMM. Audit creative recall monthly and rotate visuals and sonic elements to prevent fatigue. Watch branded search spend and direct traffic trends weekly in GA4.
The Takeaway
Clicks measure intent, but memory fuels it. By separating awareness media from conversion media, you buy low-priced attention today and harvest high-value demand tomorrow.
Stop overpaying for immediate clicks, invest in memory and own the cheapest CPM in paid social.
š„ YouTubeās Big 2025 Creator Update
At its Made on YouTube 2025 event, YouTube unveiled a sweeping lineup of AI-driven creative tools, fresh monetization options, and livestream upgrades designed to boost engagement and help creators earn more.
The Breakdown:
1. Advanced AI for Shorts - Creators can animate photos, transfer motion, change visual styles, add objects, and even generate full Shorts with Googleās Veo 3 model. Edit with AI turns raw footage into complete videos, while Speech-to-Song remixes dialogue into catchy audio.
2. Smarter Studio Tools - The new Ask Studio chatbot delivers personalized analytics and actionable advice, while the Inspiration tab now offers trend-based topic ideas and up to three thumbnail/title A/B tests. Auto-dubbing with realistic lip syncing makes global reach easier.
3. Expanded Monetization & Shopping - Dynamic sponsorship slots, AI product tagging, and multi-creator video collaborations open new revenue streams. YouTube Shopping expands to Brazil and partners with big names like Nike, Etsy, and Best Buy for seamless product linking.
With AI-powered content creation, advanced analytics, and more interactive live options, YouTube is positioning itself as an all-in-one creative hub and marketplace. These updates give creators more ways to grow audiences, monetize content, and reach global viewers, whether through Shorts, livestreams, or shoppable videos.
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