HOW TEXTNOW LEARNED WHEN YOUTUBE AWARENESS STARTS DRIVING LOWER-FUNNEL LIFT

Summary from the TLDR Marketing newsletter

TextNow's 26-week YouTube experiment showed that awareness media can produce lower-funnel gains, but those gains may take months to appear. The first five weeks showed almost no cumulative lift, and 87% of the measured effect accumulated after the first two months. The campaign ended with a 1.99% Total W2PU lift, while including the six-week post-treatment window improved measured efficiency by about 8% and produced a 1.84% lift at an indexed CPIA of 98 versus a planning target of 100. The results gave TextNow a timeline for evaluating YouTube and other awareness campaigns against business outcomes instead of judging them on the short measurement cycles used for performance media.