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We chose a region that generalised well, meaning that the test results are likely to replicate in other regions and we chose to experiment with only one region to minimise risk.\u003C\u002Fp>\n\u003Cp>We then analysed the non-exposed regions to estimate the number of incremental leads generated as a direct result of YouTube advertising.\u003C\u002Fp>\n",[],{"acf_fc_layout":460,"reduced":260,"top_overlap":446,"bottom_underlap":446,"disable_observer":-1,"heading":461,"intro":32,"columns":462,"style":24,"layout":463,"grid_items":464},"linked_content_grid","Test results","2","left-margin",[465,468],{"title":466,"content":467,"link":32},"Lift tests","\u003Cp>The YouTube campaign drove a significant uplift (16%) in awareness among one of our target demographic groups.\u003C\u002Fp>\n\u003Cp>This resulted in an increase of 176% in searches for the client&#8217;s website across Google search and YouTube, showing the impact of YouTube ads on subsequent user behaviour.\u003C\u002Fp>\n\u003Cp>The highest lift was driven from ads seen via Connected TV as this format reached audiences on the largest, most visible screen in their homes.\u003C\u002Fp>\n",{"title":469,"content":470,"link":32},"Incrementality test","\u003Cp>YouTube advertising caused a 3% increase in the number of leads in the test region throughout the duration of the test, equating to 800+ incremental leads.\u003C\u002Fp>\n\u003Cp>The observed uplift was largest within the first three weeks of experimentation. During this time, results showed a 10% increase in the number of leads in the test region.\u003C\u002Fp>\n",{"acf_fc_layout":472,"reduced":260,"top_overlap":446,"bottom_underlap":446,"disable_observer":-1,"heading":473,"layout":474,"cta_text":475,"style":476,"featured_post":-1,"posts":477},"blogs_module","Related Paid Media blogs","full-width","Read all articles","light",[478,498,515],{"title":479,"excerpt":480,"to":481,"postedAt":482,"readingTime":483,"image":484,"authors":485,"category":495},"Impression x Meta: The Metrics That Matter &#8211; Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn&#8217;t make it, here is what each speaker covered.&nbsp; Introduction to the event, hosted by Liam Wade The session opened with a chess story. 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Here&#8217;s what&#8217;s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, [&hellip;]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[522,524],{"name":523,"image":508},"Harry Clements",{"name":510,"image":511},{"to":513,"name":514},{"acf_fc_layout":14,"reduced":260,"top_overlap":446,"bottom_underlap":445,"disable_observer":-1,"heading":527,"cta_text":528,"cta_link":529,"case_studies":530},"More paid media case studies","See our work","\u002Four-work\u002F",[531,544,556],{"id":532,"title":533,"industries":534,"services":536,"clientName":537,"clientLogo":538,"clientLogoWidth":49,"clientLogoHeight":539,"colour":540,"fontColour":476,"image":541,"imageWidth":52,"imageHeight":542,"to":543},29465,"Incrementality test proves the value of social media advertising ",[535],"Travel",[93],"Norse Atlantic Airways Incrementality","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FNorse-White.svg",60,"#1b4869","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FNorse-Incrementality.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",458,"\u002Four-work\u002Fnorse-atlantic-airways-incrementality\u002F",{"id":545,"title":546,"industries":547,"services":549,"clientName":550,"clientLogo":551,"clientLogoWidth":49,"clientLogoHeight":552,"colour":553,"fontColour":24,"image":554,"imageWidth":52,"imageHeight":542,"to":555},29303,"Paid Media strategy delivers 606% uplift in revenue",[548],"Health",[264],"Nourished","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002FNourished.svg",18,"#eee5d9","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FNourished.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","\u002Four-work\u002Fnourished-paid-media\u002F",{"id":557,"title":558,"industries":559,"services":560,"clientName":561,"clientLogo":562,"clientLogoWidth":49,"clientLogoHeight":539,"colour":563,"fontColour":24,"image":564,"imageWidth":52,"imageHeight":542,"to":565},29960,"Weather-triggered DOOH primes brand engagement and digital action for Norse Atlantic Airways",[535],[264],"Norse Caribbean","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FNorse-Blue.svg","#cee6fc","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002FCoEbmbfm-Norse-Caribbean.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","\u002Four-work\u002Fnorse-programmatic\u002F",{"acf_fc_layout":567,"reduced":260,"top_overlap":445,"bottom_underlap":445,"disable_observer":-1,"heading":568,"title":569,"intro":570},"form_cta","Find out what we can do for your business","Talk to an expert","\u003Cp>Fill out the form, give us a call or drop us an email. We look forward to hearing from you.\u003C\u002Fp>\n",{"ID":572,"id":572,"title":573,"filename":574,"filesize":575,"url":576,"link":577,"alt":32,"author":33,"description":32,"caption":32,"name":578,"status":35,"uploaded_to":36,"date":579,"modified":579,"menu_order":38,"mime_type":580,"type":40,"subtype":581,"icon":42,"width":582,"height":583,"sizes":584},32092,"Online-Car-Retailer","Online-Car-Retailer.png",397716,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FOnline-Car-Retailer.png?auto=compress%2Cformat&q=90","\u002Four-work\u002Fonline-car-marketplace\u002Fonline-car-retailer\u002F","online-car-retailer","2025-02-19 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