YouTube is the last mass reach medium most brands can afford. The cost of entry is video people choose not to skip.
Platform expertise
Video buying that earns attention before it asks for anything.
Television budgets moved and never fully came back. YouTube absorbed most of that attention, with targeting and measurement television never offered.
We plan YouTube as reach and as response. Some campaigns exist to be remembered later, some exist to drive a search or a form this week, and the creative for each looks nothing alike.
Placement discipline matters. Exclusion lists, content suitability, and inventory review keep the brand out of places nobody wants to explain in a board meeting.
Skippable formats are honest. If the first five seconds cannot hold, the media plan will not save it.
02 / Scope
Buying built to a defined effective frequency, not to whatever the auction happens to deliver.
In feed, shorts, and skippable in stream built with a call to action and measured to a conversion, not a view.
Openings built to survive the skip button, with variants tested by retention curve.
Placement exclusions and suitability settings reviewed on a schedule rather than set once.
Advertising
Streaming video inventory bought programmatically, from pre-roll to connected TV, against measured outcomes.
Advertising
One plan across channels, negotiated and stewarded by the people accountable for results.
Strategy
How a specific launch or initiative should work: objectives, channel roles, sequencing, messaging, and measurement expectations.
A selection of the specialists who lead and shape this work, supported by a broader multidisciplinary team.
Insurance is one of the most competitive categories in paid search, and HUB International served industries whose needs had almost nothing in common. A business researching employee benefits needed a different message than one evaluating cyber liability, and the budget had to stay clear of claims, careers, and consumer traffic.
Professional services | Advertising
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Campaign themes structured by insurance need
Professional services
Advertising
HUB International
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