This is a recording from AMZ Innovate 2025 in New York City. Brett Curry breaks down why YouTube is a fundamentally different growth channel than Meta, TikTok, or Amazon ads, and why most brands struggle when they treat it like “just another social platform.” He explains the four key ways people use YouTube (searching, streaming, scrolling, shopping), shares a proven creative formula to keep viewers from skipping, and walks through an Arctic case study showing measurable lift in branded search and Walmart sales. Finally, he covers why YouTube measurement often understates true performance and what to track instead (search lift, sales lift, geo holdouts, Amazon + DTC combined impact).

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

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Chapters:

(00:12) Intro

(01:11) YouTube is the missing piece for ecommerce growth

(04:07) YouTube on CTV + why creative can’t be a direct Meta/TikTok copy

(06:50) Examples of YouTube-powered brand growth (Dr. Squash, Native, BOOM)

(10:20) Creative strategy: length, formats, and what actually converts

(11:12) The 5-part YouTube creative formula (hook → CTA)

(14:34) Creative examples breakdown (RTIC durability, Native UGC montage, OPO Pop)

(15:51) Sponsor Offer: Loop Subscriptions

(21:18) What metrics matter for creative feedback loops (view rate, watch time, clicks, CVR)

(26:01) Why YouTube under-measures + incrementality findings (House Analytics)

(28:36) The “trifecta of lift”: Amazon baseline + search lift + overall sales trend

(30:41) Sponsor: Fermat (AI-native commerce platform)

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Connect With Brett:

LinkedIn: https://www.linkedin.com/in/thebrettcurry/
YouTube: https://www.youtube.com/@omgcommerce
Website: https://www.omgcommerce.com/
Request a Free Strategy Session: https://www.omgcommerce.com/contact

Relevant Links:

Sponsor Offer | LOOP (Mention Ecommerce Evolution): https://www.loopwork.co/
Sponsor Offer | Fermat (Mention Ecommerce Evolution): fermatcommerce.com

Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more