# AMZ Innovate 2025 Talk: YouTube Ads for Omni-Channel Growth Page: https://stenobird.com/podcast/ecommerce-evolution-743223/amz-innovate-2025-talk-youtube-ads-for-omni-channel-growth Text version: https://stenobird.com/podcast/ecommerce-evolution-743223/amz-innovate-2025-talk-youtube-ads-for-omni-channel-growth.md Podcast: [eCommerce Evolution](https://stenobird.com/podcast/ecommerce-evolution-743223) Published: 2025-12-18T15:00:00+00:00 Episode link: http://ecommerceevolution.libsyn.com/podcast Audio file: https://episodes.captivate.fm/episode/5f210d11-757f-48a2-a3dd-f73415e09c20.mp3 Processing state: not_requested JSON: https://stenobird.com/v1/public/podcasts/ecommerce-evolution-743223/episodes/amz-innovate-2025-talk-youtube-ads-for-omni-channel-growth Duration seconds: 1930 ## Resource This is a recording from AMZ Innovate 2025 in New York City. Brett Curry breaks down why YouTube is a fundamentally different growth channel than Meta, TikTok, or Amazon ads, and why most brands struggle when they treat it like “just another social platform.” He explains the four key ways people use YouTube (searching, streaming, scrolling, shopping), shares a proven creative formula to keep viewers from skipping, and walks through an Arctic case study showing measurable lift in branded search and Walmart sales. Finally, he covers why YouTube measurement often understates true performance and what to track instead (search lift, sales lift, geo holdouts, Amazon + DTC combined impact). — Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today! — Chapters: (00:12) Intro (01:11) YouTube is the missing piece for ecommerce growth (04:07) YouTube on CTV + why creative can’t be a direct Meta/TikTok copy (06:50) Examples of YouTube-powered brand growth (Dr. Squash, Native, BOOM) (10:20) Creative strategy: length, formats, and what actually converts (11:12) The 5-part YouTube creative formula (hook → CTA) (14:34) Creative examples breakdown (RTIC durability, Native UGC montage, OPO Pop) (15:51) Sponsor Offer: Loop Subscriptions  (21:18) What metrics matter for creative feedback loops (view rate, watch time, clicks, CVR) (26:01) Why YouTube under-measures + incrementality findings (House Analytics) (28:36) The “trifecta of lift”: Amazon baseline + search lift + overall sales trend (30:41) Sponsor: Fermat (AI-native commerce platform) — Connect With Brett:  LinkedIn: https://www.linkedin.com/in/thebrettcurry/   YouTube: https://www.youtube.com/@omgcommerce   Website: https://www.omgcommerce.com/  … ## Actions - request_transcript: `POST https://stenobird.com/v1/public/podcasts/ecommerce-evolution-743223/episodes/amz-innovate-2025-talk-youtube-ads-for-omni-channel-growth/transcription-requests` — Idempotently request low-priority transcript generation for this episode. - read_markdown: `GET https://stenobird.com/podcast/ecommerce-evolution-743223/amz-innovate-2025-talk-youtube-ads-for-omni-channel-growth.md` — Read the agent-friendly Markdown representation of this episode resource. A page view does not enqueue transcription. Agents should invoke `request_transcript` explicitly when they need this episode processed. ## Transcript Full transcripts are not published on public pages unless there is a clear rights basis.