BT's £6M YouTube Bet Pays Off with 6X ROI
BT's senior marketing executive Graeme Adams oversaw a £6 million shift to YouTube Connected TV (CTV) as part of a broader effort to revamp its video advertising strategy. The company had been paying more for fewer eyeballs, mostly from older demographics, and was seeking a way to tap into younger audiences.
Adams' team chose to invest in YouTube CTV despite initial concerns that the platform's skippable ads might not replicate the performance of linear TV. However, by integrating digital platforms like YouTube with traditional media channels, BT aimed to address changing consumer behaviors and active viewing habits.
The company worked with its agency WPP and Google to validate the approach using marketing mix modeling (MMM). The results showed a significant return on investment, with a 6X ROI from the £6 million shift. This success has led to an ongoing commitment to increase YouTube CTV investment by 30% year-over-year.
Adams believes that true marketing transformation requires moving past legacy assumptions and leaning heavily into robust third-party measurement. By following the audience and using data-backed measurement, marketers can confidently win boardroom budget battles.