Video campaigns — YouTube and programmatic on every screen
We combine the reach of YouTube (In-stream, Bumper, In-feed, Masthead) with programmatic video in Display & Video 360 — Connected TV, VOD services, and premium video. A consistent message and unified measurement of reach, frequency, and brand lift. Video campaigns are run by ICBM Polska — a Google Premier Partner since 2014 with over 1,000 campaigns delivered.
Full-funnel video campaigns — YouTube and programmatic together
This page covers video campaigns combining YouTube with programmatic (Connected TV, VOD). Interested in advertising on YouTube only? See YouTube advertising (YouTube Ads) and its formats.
Video campaigns engage attention and build brand awareness more powerfully than any other format — but no single channel today covers all the screens on which your customers consume video content. YouTube is the second-largest search engine in Poland and the biggest video platform in the world. Programmatic video in Display & Video 360 (DV360) reaches further — to smart TVs (Connected TV), VOD services, and premium video from external publishers. Combining both channels gives full brand funnel coverage with unified performance measurement.
Our experience with reach and brand campaigns shows that the greatest value comes from a consistent message on every screen — from smartphone to smart TV — with simultaneous control over ad contact frequency. A person who saw your ad on YouTube should not see it another ten times on CTV the same day. We manage reach and frequency jointly, not separately per channel.
YouTube Ads — formats and capabilities
YouTube video campaigns are run within Google Ads. We have four main format types at our disposal, matched to the campaign goal: you'll find a detailed description of the YouTube formats on the YouTube advertising page.
- Skippable In-stream — plays before or during a video, skippable after 5 seconds. Works for reach, brand awareness, and conversions. Billed on CPV or CPM.
- Non-skippable In-stream — up to 15 seconds, guarantees the full message is received. Ideal for brand campaigns requiring complete delivery.
- Bumper — a 6-second non-skippable spot, effective for reinforcing the message and brand recall (video retargeting).
- In-feed / Discovery — ads in YouTube search results and next to videos, reaching people actively searching for something.
- Masthead — a banner on the YouTube home page with enormous single-day reach, reserved in advance.
Want to know which video formats will work best for your brand? We'll prepare a free quote.
Request a free quoteProgrammatic video and Connected TV in DV360
Programmatic video in Display & Video 360 buys video inventory from multiple ad exchanges and external publishers — unavailable in standard Google Ads. Above all, this means Connected TV (CTV): smart TVs and streaming devices, where ads appear on the big TV screen with very high viewability. It also covers VOD services and premium video from leading publishers. Learn more about the entire programmatic ecosystem on the Display & Video 360 programmatic advertising page.
- Connected TV (CTV) — reaching audiences on smart TVs, consoles, and streaming devices at home. Big screen, high viewability, no distractions.
- Premium VOD and video — valuable video inventory from leading publishers in Poland and worldwide, unreachable through standard Google Ads channels.
- Audience management — advanced segmentation, first-party lists, and purchasing segments from third-party data partners.
- Brand Safety and Viewability — full control of the delivery context, measurable real ad viewability, and brand-safe standards.
Unified reach measurement and brand lift
The greatest advantage of the combined YouTube + DV360 strategy is unified measurement. We control total unique reach and ad contact frequency across all channels simultaneously — preventing oversaturation in one channel while another gets no contact. Brand lift measures the real growth in brand awareness and consideration after the campaign. We report consolidated cross-channel results, giving a complete picture of your video investment's effectiveness. The measurement ties into brand awareness campaigns and can complement lower-funnel campaigns such as Demand Gen.
How we bill video campaigns
We bill YouTube and programmatic video campaigns separately, because they are different platforms. You pay your YouTube ad budget directly to Google — we bill a percentage of spend, a percentage of revenue, or a mixed model. The fee for a programmatic video campaign in DV360 is a final all-in amount covering platform technology fees, publisher fees, and our fee. When starting a DV360 engagement, we prefer prepayments. We do not grant access to the DV360 account — we take on the entire technology and optimization ourselves.
A combined YouTube + CTV video strategy can build your brand on every screen. Let's see what we can achieve together.
Let's talk about a video campaignWhat you gain by combining YouTube and programmatic video
Full coverage of every screen
YouTube on smartphones and computers. Programmatic video on smart TVs (CTV), consoles, and streaming devices. One coherent strategy, all screens.
Unified reach measurement
We control total unique reach and ad contact frequency across all channels simultaneously — no duplication, no oversaturation.
Brand lift and Google AI
We measure the real growth in brand awareness and consideration after the campaign. Google AI-based optimization channels budget to the highest-potential audiences.
Premium, brand-safe inventory
Programmatic video in DV360 gives access to premium video inventory from leading publishers — unavailable in standard Google Ads. Full brand safety control.
Frequency control
We manage frequency capping jointly for YouTube and DV360. No one sees your ad too many times a day across different channels.
Consolidated reporting
One cross-channel report: impressions, views, reach, viewability, brand lift, conversions. A complete picture of your video investment's effectiveness.
How we work
Building a full-funnel video campaign
Why ICBM Polska
Data Driven
Using data allows us to increase the ROI and revenue of your marketing activities — and that translates directly into business growth.
Dedicated account manager
We have many years of experience growing companies through online advertising. Your dedicated account manager continuously oversees the delivery of your business goals.
Machine Learning / AI
Only with innovative Machine Learning / Google AI solutions (self-learning systems) can campaigns keep adapting to rapidly changing consumer behaviour.
Web analytics
Skill and talent, combined with the effective use of user data, let us consistently uncover opportunities for additional online revenue from new marketing initiatives.
Results that speak for themselves
Frequently asked questions
How does a YouTube video campaign differ from programmatic video?
What is Connected TV (CTV) and why advertise on smart TVs?
How do you measure video campaign results on YouTube and in programmatic at the same time?
How much does a YouTube + programmatic video campaign cost?
Do I need separate creatives for YouTube and programmatic video?
Which companies is the YouTube + programmatic video combination right for?
Do I get access to the Display & Video 360 account in programmatic video campaigns?
What does video campaign reporting look like?
Do I get access to the Google Ads account?
Who do I pay the Google Ads budget to?
I don't have a Google Ads account. Who creates the ad account?
What happens to the Google Ads account after we stop working together?
What does the Google Ads campaign management service include?
How long is the contract?
Which billing model do you prefer?
After what period can the campaign be evaluated?
How is campaign reporting handled?
Do you have a price list for your services?
