CTV has become a go-to for performance branding, blending the broad reach of traditional TV with the precision of digital targeting. But as powerful as CTV is, it’s not the only player in the game. Platforms like TikTok, YouTube, and Meta, along with Google’s Demand Gen, offer unique opportunities to build brand awareness while driving measurable results. Let’s discuss all the options.
TikTok: Capturing Attention with Authenticity
TikTok, with 1 billion monthly active users, has evolved from an entertainment hub to a top search engine where users actively learn and discover brands. As our Agency Partner Manager, Julianna Wanner, shared during Playbook Media’s Transform Your Lead Gen with TikTok webinar, “We’re actually considered to be one of the number one search engines in the world now—people go here to learn.” Here’s why TikTok stands out for performance branding:
- Engaged and Diverse Audience: Users spend an average of 52 minutes daily and 11 minutes per session, with the 25-34 age group forming a key demographic, debunking the myth that TikTok is just for teens. Its even gender split broadens its appeal.
- Powerful Lead Generation: 57% of users are likely to purchase after seeing TikTok lead gen ads, and they’re 1.3 times more likely to sign up within an ad compared to other platforms. The “TikTok made me buy it” phenomenon drives action, with 2 in 5 users following brands after submitting forms.
- Native Ad Experience: TikTok’s motto, “don’t make ads, make TikToks,” ensures ads feel organic. With 69% of users saying ads catch their attention and 1 in 2 feeling they don’t seem like ads, formats like Native Instant Forms (fast-loading, in-app) and Website Forms (traffic-driving) reduce friction.
- Smart Media Buying: “Secret Six” approach includes maximizing data signals via Conversion API, testing new ad formats for lower CPMs, using lookalike audiences, and excluding low-quality lead lookalikes to boost lead quality. Measurement tactics like media mix modeling and lift testing ensure accurate measurement of TikTok’s upper-to-mid-funnel impact.
As Juliana noted, “When you couple creative with TikTok’s measurement solutions and a strong partner like Playbook Media, the sky’s the limit.” TikTok’s ability to blend entertainment with education makes it a cost-effective alternative to CTV.
To watch the full webinar, go here.
YouTube: A Video Powerhouse in Google’s Ecosystem
YouTube, with over 2 billion monthly users, is a cornerstone of performance branding, especially through Google’s Demand Gen campaigns. Here are some key reasons to add YouTube Ads in your media mix:
- Audience Reach & Engagement: With 2.7 billion monthly active users, this platform is an ideal ToF awareness stage channel, perfect for broad audience capture. Users spend an average of 52 minutes daily, making it a strong discovery platform.
- Influence on Purchase Decisions: YouTube significantly influences consumer behavior from the ToF, with 70% of users making a purchase after seeing a product on the platform. 80% of consumers use both Google search and YouTube for research, highlighting its role in early buyer journeys and brand consideration.
- Advertising & Full-Funnel Integration: YouTube’s robust advertising options support ToF strategies. Brands can run ads with a minimum 3:1 ROAS by testing upper-funnel campaigns and utilizing impactful creative.
Google’s Demand Gen: Expanding Beyond Search
As of July 1, 2025, Google’s Demand Gen has completely replaced YouTube video action campaigns. This broader strategy for upper-funnel initiatives now encompasses YouTube, Gmail, and Discovery.
Demand Gen now lets advertisers choose to show ads only on YouTube, unlike older campaigns that also used the Display Network. This means advertisers can avoid showing ads on Discover and Gmail. They can also test YouTube ads with or without a product feed. Early results from retargeting show that ads without a product feed have lower costs and longer viewing times, but fewer clicks and sales. However, using product feeds with videos seems promising for getting people to take action, which might change how we create video ads in the future.
Meta: Cost-Effective Funnel Strategies
Meta shines for performance branding, particularly with top-of-funnel strategies. In many cases allocating 20% or more of your budget to campaigns bidding to reach on Meta significantly increases downfunnel conversions.
- Cost Efficiency: ToF CPMs can range from $1-$3, compared to over $100 for some bottom-of-funnel conversion bids.
- New Signals: As these campaigns reach a wider audience, many users self select into the algorithm by engaging in the content, which informs the Meta algorithm on who is interested in your products and services.
- Full-Funnel Approach: Casting a wide net at the ToF educates your target audience, so you pay less when they’re ready to convert, reducing your overall acquisition cost.
For example, our client OhmConnect was facing diminishing returns from direct response campaigns on Facebook and Instagram, tested a new strategy. They allocated incremental budget to a brand campaign (reach objective) alongside their direct response campaign (conversions objective), keeping other elements consistent. This resulted in 82% higher reach, 51% more landing page clicks, and a 20% lower cost per conversion lift. OhmConnect’s Head of Marketing, Marika Tomschin, confirmed this approach will be used when direct response-only campaigns show diminishing returns to drive scale and lower costs.
This further shows Meta’s capacity to facilitate distinct upper-funnel (reach) and lower-funnel (conversions) objectives within its platform.
You can read the full case study here.
A Multi-Channel Approach to Performance Branding
CTV is a powerful tool, but it’s not the only one in the performance branding toolbox. TikTok, YouTube, Meta, and Google’s Demand Gen offer cost-effective, engaging ways to build brand awareness and drive conversions. By balancing top- and bottom-of-funnel strategies, marketers can maximize ROI and create lasting impact. Play around with these channels, align strategies with your audience, and watch your performance branding efforts soar.
Ready to diversify your performance branding strategy? Contact Playbook Media today to explore how we can help elevate your brand and drive measurable results!
