Welcome to “Inceptly’s Weekly Marketing Recap!,” your go-to source for the three most compelling articles of the week.
Whether you’re a marketing pro, an aspiring marketer, or simply someone interested in the ever-evolving marketing world, this blog is your ticket to staying informed and inspired.
Let’s dive right in and explore the top three must-read articles of the week.
1. How we turned YouTube TV ads from a brand play into our most profitable channel
For a long time, we avoided placing our YouTube ads on TV devices.
Every time we looked at performance data, Connected TV (CTV) traffic had dismal conversion rates. It felt like a wasted spend. Like many advertisers, we treated YouTube TV placements as “branding only” and excluded them from our conversion-focused campaigns.
That decision, we later realized, was limiting our growth.
This is the story of how one small creative change—manually embedding QR codes into our video ads—unlocked CTV as a high-performance placement, doubled our ad spend, and significantly lowered our CPAs.
Read the whole article here.
2. YouTube Shorts Now Supports Horizontal 16:9 Video Ads on Desktop
YouTube Shorts is now serving horizontal 16:9 video ads on desktop devices—a move that could reshape how advertisers approach creative for Shorts placements.
Until now, Shorts primarily showed vertical (9:16) video ads to match the native mobile experience. But YouTube has begun testing horizontal video ad placements (16:9 format) within Shorts on desktop, allowing advertisers to run standard video creatives without the need to reformat for vertical.
Read the whole article here.
3. How to make your brand seem like it’s everywhere (even on a budget)
You’re watching a YouTube video, and suddenly this pops up:
“If you want to eat healthy and feel your best… you’ve got to try Kachava.”
An ad that seems pretty smooth and clean.
It’s followed by a smiling man blending up what looks like the world’s healthiest dessert.
You skip it.
…but then you see this ad again.
And again.
And now? You’re noticing the brand Ka’Chava on Instagram, in Reddit threads, YouTube pre-rolls, and Amazon reviews — everywhere.
Although having big budgets is a huge plus (obvious), there’s a very powerful phenomenon behind it that has a lot to do with the success of a brand like this one (not so obvious):
It’s The Baader-Meinhof Phenomenon — aka Frequency Illusion.
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