01
Readiness
Upper funnel starts with a measurement argument.
Define the audience, behaviour change, expected lag and decision rule before spend begins.
WOLF / YouTube & Demand GenBRISBANE · WORKING GLOBALLY
YouTube & Demand Gen
Create demand when the economics justify it.
02
Creative
Media cannot rescue an unclear proposition.
Wolf translates search and customer insight into creative briefs, hooks, proof and sequences designed for the placement.
03
Role
Do not ask last-click to explain the whole journey.
Use platform signals carefully, then triangulate with branded demand, assisted paths, holdouts or geographic tests where scale permits.
PLAIN ANSWERS
Useful details.
When should we add YouTube?+
When conversion measurement is stable, the addressable audience is meaningful and the business can fund learning beyond immediate last-click return.
What is Demand Gen?+
A Google campaign type for visual discovery inventory, designed to create and capture consideration across surfaces such as YouTube and Discover.
Can you guarantee incrementality?+
No. Incrementality is a question to test with an appropriate design and enough data, not a claim to assume from platform attribution.