Dynamic Marketing Communiqué

“Your writing, at its best.” – More than half of this company’s marketing success comes from this advertising platform! [Thursdays: FYO!]

September 29, 2021

In a past “Find You Optimization!” article, we talked about how business owners and marketers can use YouTube to advertise their brands online. 

With around 30 million active users daily, there’s no doubt that this platform is one of the best ways to connect with consumers around the world! 

Let’s take a look at one software company that used YouTube to attract online users’ attention… 


As a cloud-based writing assistant that reviews spelling, grammar, punctuation, and clarity and readability of messages, Grammarly uses YouTube ads to reach its target market. 

One specific ad format that the software uses? 

The TrueView In-Stream Ads! 

YouTube’s TrueView ads are a simple, straightforward, and effective solution for marketers who are trying to maximize the power of video streaming to build a voice and tell a story. 

When you incorporate these ads into a cohesive marketing strategy that includes a post-click landing page, you’re aligning your efforts to optimize click-through rates and customer conversions. 

[Post-Click Landing Page: A standalone page that uses persuasive elements to convince online visitors to perform a certain action, which varies from downloading an eBook, subscribing to a newsletter, or signing up for a free trial.] 

There are two kinds of YouTube TrueView ads: 

  • TrueView In-Stream Ads

This type of ad (the one used by Grammarly) streams before, during, or after a video you’re watching on YouTube. 

In-Stream ads let you save some of your marketing budget because in this format, YouTube only charges you when a viewer watches your ad for 30 seconds or more. 

  • TrueView Discovery Ads 

These ads appear within YouTube’s search results and above the suggested videos list. 

Discovery ads consist of a thumbnail image and up to three lines of text. In this format, YouTube only charges you for the ads once an online user clicks on them. 

Let’s go back to Grammarly… 

To advertise its brand to millions of active YouTube users, the software company uses testimonials and product demonstrations on its videos. 

By showcasing stories of people who have benefitted from the writing tool and creating instructional videos on how to use the software, Grammarly is able to appeal to its target audience―marketers, copywriters, bloggers, etc. 

The result? 

According to Grammarly’s report, 54% of its social media traffic comes from TrueView In-Stream ads and 76% of the company’s customers knew about the software through YouTube! 

Imagine owing more than half of your marketing success to this social media platform. There’s only one word to describe it: 


So… as a business owner or marketer, why should you consider using YouTube’s TrueView ads? 

It’s because these ad formats will give both you and your target market choices that are tailored to your experiences and preferences. 

Just like Grammarly, TrueView ads will give your brand’s marketing strategy the agility and flexibility it needs to effectively engage an audience. From in-stream to display models, you can choose which format best fits your specific customer base! 

Aside from that, a recent Google testing showed that the advertising platform helps increase a brand’s click-through rates by more than 11% compared to simple banner ads. Additionally, those who click through the TrueView ads are 500% more likely to engage in a company’s call-to-action. 

These numbers show how these ads effectively enhance a business’ viewer engagement rates. 

Are you ready to maximize your brand’s YouTube marketing strategy? 

Start developing your ads now on this social media platform! 

With the right approach and tools to engage your target market, your ads will be able to reach thousands―even millions―of prospective viewers. 

Help your customers and prospects easily FIND YOU online with the help of YouTube’s TrueView ads! 

About The Dynamic Marketing Communiqué’s
“Thursdays: FYO! Find You Optimization”

Why should you stop thinking SEO and start thinking FYO?

We’re not saying that you should abandon Search Engine Optimization (SEO).

Don’t get us wrong, of course, we know this is something very important, especially in today’s digital marketing age.

The internet landscape is vast, and a world of its own. You really need to distinguish yourself and make your brand/company/website known and easily searchable.

Better yet, get to the top of page one for Top Results on Google or any other search engine.

However, what is the purpose of SEO? It’s that customers Find You!

That’s what matters. So, while SEO is one factor of FYO… it really is only one, and we ought not to abandon all the myriad of ways digitally and offline for improving your FYO.

How can we look at this from a different and better perspective?

Let’s say you have it in the bag! You and your team are experts in SEO. Awesome. But did you ever wonder what else you could do to push it further and give your SEO skills a boost?

FYO! Find You Optimization!

You need your target audience to FIND YOU—your brand, product, service, or offer. This is SEO plus other tools that increase visibility online (and offline).

Every Thursday, we publish content on how you can get your target market to find you, beyond the typical “type and search.” There are other things you can do along with your SEO to give your online advertising process a boost.

Try considering other tactics beyond it—WOMO (Word Of Mouth Optimization), RO (Referral Optimization), and “All-Other-Means-Of-Getting-Your-Target-Market-To-Find-You” Optimization (AOMOGYTMTFY, if you’d like a long acronym). 

Part of a great marketing strategy is knowing how to adapt new methods and make use of different types of marketing and promotion that best fit your business goals and which give you the results you want.

Hope you’ve found this week’s insights interesting and helpful.

Stay tuned for next Thursday’s FYO!


Kyle Yu 
Head of Marketing 
Valens Dynamic Marketing Capabilities 
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