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Eric sits down with Dougie, Pilothouse's Google Lead, to dig into why content targeting—specifically with YouTube Select—is outperforming audience-based targeting, even at premium CPMs. If you’ve been running low-cost YouTube campaigns with underwhelming results, this is the mindset shift you need.
For DTC brands tired of wasting money on passive YouTube impressions.
- What YouTube Select actually is (and why it matters for performance)
- How to think about placements vs. audiences
- Why content congruence improves funnel performance
- Scaling tips: what kind of brands can go big with Select
- How to build creatives that match the content being watched
Who this is for: Brands spending serious dollars on YouTube, or considering a shift from Meta to a broader channel mix.
What to steal:
- Align creative to content before launch
- Use Google reps to identify top indexed channels by persona
- Treat YouTube Select like TV: flight-based, not daily budget-driven
Timestamps
00:00 Content vs interest targeting
02:01 Why content alignment converts
04:02 YouTube Select explained
06:02 Why low quality inventory fails
08:04 How content based creative works
10:03 Google and YouTube strategy shift
12:02 Aligning creative to placements
14:02 Meta and Google funnel synergy
16:01 Scaling with YouTube Select
Hashtags
#YouTubeSelect #GoogleAds #ContentTargeting #MediaBuying #DigitalAdvertising #PerformanceMarketing #BrandStrategy #YouTubeAds #PaidMedia #MarketingPodcast #DTCMarketing #AdStrategy #AudienceTargeting #CreativeStrategy #Pilothouse
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